消费者网评使用习惯对网评效应的影响研究——网评奖励效果的中介和调节效应探索  

Research on the Impact of Consumers’Comment Usage Habits on Online Reviews Effect:Exploration on Mediation and Moderation Effect of the Online Review Reward Effect

作　　者：王兴琼[1] WANG Xing-qiong(School of Historic Culture and Tourism,Sichuan Normal University,Chengdu 610068,Sichuan,China)

机构地区：[1]四川师范大学历史文化与旅游学院,成都610068

出　　处：《重庆工商大学学报（社会科学版）》2020年第5期23-33,共11页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：文化和旅游部旅游业青年专家培养项目(TYETP201340);四川省教育厅人文社科重点项目(14SA0012)。

摘　　要：本文以网购旅游者为调查对象,分析其网评使用习惯及其在网评奖励效果作用下对网络评论效用发挥的影响。通过问卷调查和数据分析发现,网评使用习惯和网评奖励效果都对网评效应具有显著正向影响,但网评使用习惯的影响力大于网评奖励效果。同时,网评奖励效果对网评使用习惯与网评效应间的关系具有显著负向调节效应,它削弱了消费者网评使用习惯对网评效应的影响;但消费者的网评使用习惯不通过网站的网评奖励效果对网评效应发挥作用,网评奖励效果不具有中介作用。可见,在网评使用习惯、网评奖励效果和网评效应三者关系中,网评使用习惯是个独立的影响因素,它并不通过网评奖励效果发挥作用,并且由于网评奖励效果的加入,反而削弱了网评使用习惯对网评效应的影响。研究结论表明,对于网评奖励政策的效果,需要客观辩证地看待,不应一味夸大。This paper takes online shopping tourists as the research object,and analyzes the influence of their online review usage habits on the effectiveness of online commentary under the effect of online evaluation reward policy.Through questionnaire survey and data analysis,it is found that the use habits and reward effects of online reviews both have a significant positive effect on the impact of online reviews,but the influence of the use habits of online reviews is bigger than the reward effect of online reviews.At the same time,the reward effect of online reviews has a significant moderating effect on the relationship between the use habits of online reviews and the impact of online reviews,which weakens the impact of consumers’use habits of online reviews on online reviews;however,tourists’use habits of online reviews do not play a role in the impact of online reviews through the reward effect of online reviews,and the reward effect of online reviews does not play a mediating role.This shows that in the relationship among online review use habit,online review reward effect and online review effect,the use habits of online reviews are an independent influencing factor.They do not play a role through the reward effect of online reviews,and because the reward effect of online reviews is added,the influence of the use habits of online reviews on online reviews is weakened.The research conclusion shows that the effect of the incentive policy of online evaluation needs to be treated objectively,and should not be exaggerated blindly.

关 键 词：网络评论 网评使用习惯 网评奖励效果 网评效应 

分 类 号：F713.36[经济管理—产业经济]