基于信息接受模型的在线评论有用性影响因素研究  

Research on influencing factors of usefulness of online reviews based on information acceptance model

作　　者：尹隽[1,2] 彭艳红 刘鹏 葛世伦[1] YIN Jun;PENG Yanhong;LIU Peng;GE Shilun(School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang 212003, China;Center for Service Manufacturing and Informationization, Jiangsu University of Science and Technology, Zhenjiang 212003, China)

机构地区：[1]江苏科技大学经济管理学院,镇江212003 [2]江苏科技大学服务制造模式与信息化研究中心,镇江212003

出　　处：《江苏科技大学学报（自然科学版）》2020年第3期69-78,共10页Journal of Jiangsu University of Science and Technology:Natural Science Edition

基　　金：国家自然科学基金资助项目(71331003,71871108);江苏省研究生科研创新计划项目(KYCX19_1650)。

摘　　要：通过分析在线评论,对在线评论有用性影响因素进行研究,为制定消费者购买决策及确定商家营销策略提供建议.文中利用GooSeeker爬虫软件对京东商城不同类型产品评论数据进行采集汇总,结合信息接受模型分析框架,构建多元线性回归理论模型,分析评论内容/评论者个体特征对在线评论有用性的影响.研究结果表明:个体特征方面,用户等级对在线评论有用性影响不大;评论内容方面,评论长度、图片个数和时效性则具有显著正向影响.在产品类型调节作用下,用户等级、评论长度、购买n d后追评在搜索型产品中对在线评论有用性影响更加明显,且时效性对在线评论有用性产生了差异性影响.By analyzing online reviews,we analyze the influencing factors of their usefulness.It will provide advice for consumers and determine marketing strategies of businesses.The review data of different types of products in Jingdong Mall are collected and summarized by GooSeeker,and the analysis framework of the information acceptance model is used to build a multiple linear regression model to analyze the impact of review content/critic individual characteristics on the usefulness of online reviews.The results suggest that the user level has no influence on the usefulness of online reviews,but the comments,the number of pictures and the timeliness have significant positive effect.Under the regulation of product type,user rank,comment length and purchase of n-day review are more significant for online review usefulness in search products,and timeliness has a different impact on online review usefulness.

关 键 词：在线评论有用性 调节作用 产品类型 

分 类 号：TP391.1[自动化与计算机技术—计算机应用技术]