用户人格特质对在线声誉系统满意度的影响  

Effect of User Personality Traits on Satisfaction with Online Reputation Systems

作　　者：门笑笛 王莹[1] MEN Xiaodi;WANG Ying(School of Management Science and Engineering,Beijing Information Science and Technology University,Beijing 100192,China)

机构地区：[1]北京信息科技大学管理科学与工程学院,北京100192

出　　处：《科技和产业》2025年第2期20-26,共7页Science Technology and Industry

摘　　要：在线声誉系统的发展呈现出多元化和复杂化的特点,研究在线声誉系统中用户人格特质对满意度的影响,可以更深入地理解消费者在在线环境下的行为模式。结合大五人格理论、技术接受模型作为理论框架,设计适合在线声誉系统满意度量表,探究人格特质、消费者感知、在线声誉系统满意度三者之间的关系。结果表明,针对不同人格可以对在线声誉系统进行个性化的改善,如提供平台引导、设计不同声誉系统界面以及营造良好的社区氛围等。Based on the Big Five personality theory and the technology acceptance model as a theoretical framework,a suitable online reputation system satisfaction scale was designed,and the relationship between personality traits,consumer perception and online reputation system satisfaction was explored.The results show that the higher the neuroticism,the more critical the use of the online reputation system,and the lower the perceived usefulness and perceived ease of use.People with higher openness,friendliness and a sense of responsibility have better perceived usefulness and perceived ease of use when using online reputation systems.Extraversion has no significant effect on the performance of perceived usefulness and perceived ease of use when using online reputation system.Both perceived ease of use and perceived usefulness have a positive impact on users’satisfaction with the online reputation system.

关 键 词：个性特质 大五人格 在线声誉 满意度 

分 类 号：F848.8[经济管理—保险] F49