在线林产品流通领域不同类型产品的评论有用性  

Usefulness of online comments on different categories of forest products under circulation

作　　者：杨武健[1] 唐丽华[1] 吴瑶宇 

机构地区：[1]浙江农林大学图书馆,浙江临安311300 [2]杭州市质量技术监督检测院,浙江杭州310019

出　　处：《浙江农林大学学报》2015年第6期958-965,共8页Journal of Zhejiang A&F University

基　　金：浙江省高校重大人文社科攻关计划项目(2013QN087)

摘　　要：在线评论信息是影响消费者网络购买林产品意愿和线上林产品流通的重要因素之一。目前海量的在线评论信息使得消费者无所适从。采用实验研究的方法,探讨了在线评论情感极性(正面评价、负面评价),产品类型(搜索品、体验品、信任品)和在线产品评论有用性感知的交互作用。研究结果表明:搜索品和信任品的负面评论比正面评论更有用,而搜索品的评论情感极性对评论有用性无统计上的显著差异。当评论固定为正面评价时,产品类别对评论感知有用性调节作用则不十分显著,然而当评论为负面评论时,产品类别对评论有用性有调节作用。Online comments are a determinant of consumers＇ willingness to buy forest products and therefore an important reason for the online circulation of forest products. Consumers get lost in the mass online comments. Through experiments, this research examined the interrelationships among sentiment polarity of online comments（positive and negative ones）, product categories（searched products, experienced products and credence products）, and perceived usefulness of online products comments. The results indicated that the negative comments played a more influential role than positive comments with regard to searched products and credence products; the sentiment polarity of comments on searched products had no significant differences in the perceived usefulness. When the comments were constantly positive, the categories of products didn＇t have a significant moderating effect on the perceived usefulness of comments; when the comments were constantly negative, products categories had an moderating effect on the usefulness of comments.

关 键 词：林产品流通 产品类型 网络平台 评论情感极性 感知有用性 

分 类 号：S7-0[农业科学—林学] F326.2[经济管理—产业经济]