消费者学习视角下用户问答对消费者购买行为的影响研究  

The Influence of User Q&As on Consumer Purchasing Behaviors from the Perspective of Consumer Learning

作　　者：邓晓锐 周斌[1,2] 刁雅静 Deng Xiaorui;Zhou Bin;Diao Yajing(School of Economic and Management Jiangsu University of Science and Technology,Zhenjiang Jiangsu 212003;School of Management Science and Engineering Nanjing University of Information Science and Technology,Nanjing Jiangsu 210044)

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212003 [2]南京信息工程大学管理工程学院,江苏南京210044

出　　处：《情报探索》2023年第1期60-65,共6页Information Research

基　　金：江苏省高校哲学社会科学研究项目“基于网络拓扑及个体特征的信息传播研究”(项目编号:2020SJA2092);江苏高校青蓝工程(2021)成果

摘　　要：[目的/意义]旨在通过问答功能为电商平台以及各个商家的管理提供指导性建议。[方法/过程]爬取京东商城中搜索型商品的在线评论与用户问答数据,从消费者学习视角出发,基于S-O-R模型,构建用户问答相关变量和消费者购买行为影响模型,采用SPSS软件通过逐步回归分析法来验证假设。[结果/结论]用户提问数量、回答长度以及回答及时性对消费者购买行为有显著影响;用户提问数量对消费者购买行为的积极影响大于在线评论的数量对消费者购买行为的积极影响。[Purpose/significance]The paper is to provide guidance for the management of e-commerce platforms and various merchants through the Q&As function.[Method/process]From the perspective of consumer learning based on the S-O-R model this paper crawls online comments and user Q&As data of searchable products in Jingdong.com constructs the influence model of user Q&As variables and consumer purchasing behavior and uses SPSS software to conduct step-to-step regression analysis to verify the hypothesis.[Result/conclusion]The numbers of questions length of answers and timeliness of answers all have significant influence on consumers’purchasing behaviors.The positive influence of the number of user questions on consumers’purchasing behaviors is greater than that of the number of online comments.

关 键 词：在线评论 用户问答 消费者学习 搜索型商品 购买行为 

分 类 号：F713.5[经济管理—市场营销]