特性视域下在线评论系统设计的用户感知非对称性研究  

User’s Asymmetric Perceptions of Online Review Systems Design from Feature Perspective

作　　者：肖泉[1] 李顺 张星 万杉杉 Xiao Quan

机构地区：[1]江西财经大学信息管理学院,江西南昌330032 [2]南京理工大学经济管理学院,江苏南京210094 [3]武汉纺织大学管理学院,湖北武汉430200

出　　处：《情报理论与实践》2022年第1期159-167,共9页Information Studies:Theory & Application

基　　金：国家自然科学基金项目“基于数据驱动的消费者在线评论系统效用提升设计策略研究”(项目编号:71861014),国家自然科学基金项目“医疗众筹中的信息机制:众筹信息的内容、表达及扩散研究”(项目编号:71974152);江西省教育厅科技项目“在线商家视角下消费者在线评论系统设计有效性与效用提升策略研究”(项目编号:GJJ60458)的成果。

摘　　要：[目的/意义]在线评论是影响消费者购买决策的关键因素,其前因和后果已得到多学科领域密集关注,但对作为载体的在线评论系统的探究非常匮乏,文章在特性视域下对在线评论系统设计开展研究对于电商平台了解设计特性的用户关注、探明用户信息需求差异、有针对性地优化在线评论系统设计以满足用户决策需求、提升决策效率和用户体验具有重要意义,并预期为其他信息产品的优化设计提供理论和方法参考。[方法/过程]利用Kano模型与对应分析方法对在线评论系统设计特性非对称性进行研究:首先在特性视域下建构在线评论系统设计特性集,提出一种改进的设计特性分类与度量方法,以捕捉用户对在线评论系统设计特性的非对称质量感知,进而采用对应分析方法来识别不同用户群体对设计特性的非对称重要度感知,最后以酒店在线评论系统来例证所提出的非对称性分析方法及其有效性。[结果/结论]当前酒店在线评论系统中常见的16项设计特性被划分为期望质量(7项)、魅力质量(1项)、基本质量(1项)和无差异质量(7项)四类,并给出了各类设计特性的管理策略;根据用户类型与设计特性偏好的对应分析,平台可以针对不同类型用户偏好赋予设计特性不同的显示优先级,以满足各类用户对在线评论系统差异化的功能需求。[Purpose/significance] Online reviews are critical factor in influencing consumers’ purchasing decisions, whose antecedents and consequences have received intensive attention from multidisciplinary fields.However, as a carrier of online reviews, studies on online review system have been scare.This paper studies the design of online review systems from a feature perspective, which is of great significance for e-commerce platforms to understand users’ concerns about design features, identify differences in users’ information needs, and optimize the design of online review systems to meet user decision-making requirements, improve decision-making efficiency and user experience.The study is expected to provide theoretical and methodological references for the optimal design of other information products.[Method/process] This paper uses Kano model and correspondence analysis to study the user perceived asymmetries of design features for online review systems.Firstly, we construct the set of design features for online review systems from feature perspective.Secondly, an improved classification and measurement of design features to capture users’ asymmetric quality s is proposed.Then, we use the correspondence analysis method to identify the asymmetric importance perception of design features by different user groups.Finally, a case of online hotel review system is illustrated to exemplify the proposed asymmetry analysis method and its effectiveness.[Result/conclusion] The 16 common design features in the current online hotel review systems are divided into four categories: one-dimensional quality(7 items),attractive quality(1 item),must-be quality(1 item),and indifferent quality(7 items),and management strategies for each type of design feature are given.Through the correspondence analysis of user type and design feature preference, the platform can assign different display priorities to design features for different types of user preferences, in order to meet the differentiated functional requirements of vario

关 键 词：在线评论系统 设计特性 用户感知 KANO模型 对应分析 

分 类 号：TP393.09[自动化与计算机技术—计算机应用技术]