互联网平台在线评论对顾客满意度的影响研究——信息有效性的调节效应  

Research on the influence of online comments on internet platform on customer satisfaction--The moderating effect of information validity

作　　者：陈文冬 任宇光 覃宇晴 Chen Wendong;Ren Yuguang;Qin Yuqing(Guangzhou College of Commerce,Guangzhou,Guangdong,511363;Macao University of Science and Technology,Macao,999078)

机构地区：[1]广州商学院,广东广州511363 [2]澳门科技大学,中国澳门999078

出　　处：《市场周刊》2022年第11期69-72,共4页Market Weekly

摘　　要：以用户的满意度为研究的出发点,将互联网平台作为研究对象,引入信息有效性作为调节变量,构建研究假设,并加以实证研究,探讨互联网平台下在线评论对顾客满意度的作用。文献回顾提出的研究框架,开展问卷调查,对收集的数据进行实证分析。得出以下结论:评论信息媒介、评论信息内容和评论信息情感强度为影响顾客满意度的独立因素,且均是正向影响,信息有效性在在线评论对顾客满意度的影响中存在显著的调节作用,在调节方向上部分呈现显著加强影响的调节关系,而部分加强调节关系则不显著.Taking user satisfaction as the starting point,taking the Internet platform as the research object,introducing information effectiveness as the adjusting variable,constructing research hypotheses and conducting empirical research to explore the role of online comments on user satisfaction under the Internet platform.The research framework proposed by literature review,questionnaire survey and empirical analysis of the collected data.The conclusions are as follows:online comment media,online comment content and online comment content emotional intensity are independent factors that affect user satisfaction,and the impact direction is positive.Information effectiveness has a significant regulatory role in the impact of online comments on user satisfaction.In the regulatory direction,some of them show a regulatory relationship that significantly strengthens the impact,while some of them do not.

关 键 词：互联网平台 在线评论 信息有效性 顾客满意度 

分 类 号：F490.6[经济管理—产业经济]