移动商务环境下O2O用户在线评论有用性影响因素研究  

A Study of the Factors' Analysis of O2O Users' Online useful Reviews in the Mobile Business Environment

作　　者：李中梅[1] 张向先[1] 郭顺利[1] LI Zhong-mei ZHANG Xiang-xian GUO Shun-li(Management of School, Jilin University, Changchun 130022, China)

机构地区：[1]吉林大学管理学院,吉林长春130022

出　　处：《情报科学》2017年第2期130-137,共8页Information Science

摘　　要：【目的/意义】通过构建移动O2O用户在线评论有用性影响因素的概念模型,为移动O2O模式下在线评论有用性排序提供依据。【方法/过程】文章运用双路径模型,结合移动O2O用户的特点,构建了移动商务环境下O2O用户在线评论有用性影响因素的概念模型,再利用偏最小二乘结构方程(PLS-SEM)进行模型的检验和分析。【结果/结论】产品属性特征词、情感特征词、图片正向影响在线评论质量;在线评论的质量正向影响在线评论可信度;认知反应在在线评论质量、可信度、评论阅读者与在线评论有用性之间起中介作用。【Purpose/Significance】By building conceptual model of mobile O2 O users′ online review useful factors, basiscan be provided to sort online useful reviews with mobile O2 O mode.【Method/process】This paper used Dual-Route modelcombined with the characteristics of the mobile O2 O user, built the conceptual model of mobile O2 O users′ online reviewuseful factors,then used partial least squares structural equation modeling to test and analyze models.【Result/conclusion】Product attributes feature words, emotional characteristic words and pictures can improve the quality of online reviews;Quality of online reviews has a positive impact on credibility of online reviews; Cognitive responses play the intermediaryrole among quality of online reviews,credibility of online reviews,comment on the reader and online reviews usefulness.

关 键 词：移动O2O 双路径理论 在线评论质量 在线评论有用性 偏最小二乘结构方程 

分 类 号：F713.36[经济管理—产业经济] G252.0[文化科学—图书馆学]