图书交流平台在线书评有用性影响因素研究——以豆瓣读书为例  

A Study on the Factors Influencing the Usefulness of Online Book Reviews on Book Exchange Platforms——Case of Douban Book

作　　者：刘敬涛 李秀霞 邵作运[2] LIU Jingtao;LI Xiuxia;SHAO Zuoyun(School of Communication,Qufu Normal University,Rizhao 276800,China;Qufu Normal University Rizhao Campus Library,Rizhao 276800,China)

机构地区：[1]曲阜师范大学传媒学院,山东日照276800 [2]曲阜师范大学日照校区图书馆,山东日照276800

出　　处：《晋图学刊》2022年第2期13-20,27,共9页Shanxi Library Journal

摘　　要：为识别图书交流平台中读者感知书评有用性的影响因素,本研究以豆瓣读书中的图书评论为数据样本,以Deutsch和Gerrard的双过程理论为研究框架,尝试建立较为完整的在线书评有用性模型。研究发现,规范性影响较为直接地作用于书评的有用性,而信息性影响则需要不同因素相互联结产生影响;书评文本长度和情感虽不直接影响其有用性,但正向词和负向词可以在书评文本长度与书评有用性关系上发挥调节作用。本研究不仅丰富了图书交流平台有用性影响因素研究的理论框架,而且对于图书评价指标的选取也具有一定的参考价值。Online reviews are an important part of the book evaluation system and the most direct and effective tool for studying readers’reading behaviour.In order to identify the factors influencing readers’perceived usefulness of book reviews in book exchange platforms,this study takes book reviews in Douban as a data sample and uses Deutsch and Gerrard’s dual-process theory as a research framework to try to build a more complete model of the usefulness of online book reviews.The study finds that normative influence acts more directly on the usefulness of book reviews,while informative influence requires the interconnection of different factors.Although the length of book review texts and sentiment do not directly affect their usefulness,positive and negative words can play a moderating role in the relationship between the length of book review texts and the usefulness of book reviews.This study not only enriches the theoretical framework for the study of factors influencing the usefulness of book communication platforms,but also has certain reference value for the selection of book evaluation indicators.

关 键 词：在线书评 图书交流平台 有用性 双过程理论 

分 类 号：G255.71[文化科学—图书馆学]