消费者持续参与在线评论意愿实证研究

摘要/Abstract

摘要：

本文以消费者在电子商务平台进行购物评论为研究情景，在期望确认模型基础上构建消费者持续参与在线购物评论意愿的结构方程模型。研究结果表明：（1）感知易用性、感知有用性、感知趣味性和自我价值感知通过满意度的中介作用，间接影响消费者持续参与在线评论意愿；（2）预期互惠关系对消费者持续参与在线评论意愿有显著正向影响。本文研究结论说明：电子商务平台应加强激励机制建设，强化用户评论的互惠关系以及评论的价值效用；积极回应消费者的评价信息，使消费者感知到评论的有用性。

关键词: 持续参与意愿, 期望确认模型, 满意度, 用户评论

Abstract:

The paper constructs a constructed equation model for the consumers' passion for online shopping review based on the Expectation Confirmation Model. The results show that:(1) perceived ease of use, perceived usefulness, perceived interest and self-perceived value through the intermediary role of satisfaction, indirectly affect consumers' passion for online review. (2) The expected reciprocal relationship has a significant positive impact on consumers' passion for online reviews. The conclusion of this paper is that electronic commerce platforms should strengthen the construction of incentive mechanism, strengthen the mutual relationship and user reviews' value of utility.

Key words: passion for online review, Expectation Confirmation Method, satisfaction, customer review

曹高辉, 虞松涛, 张煜轩, 胡守敏. 消费者持续参与在线评论意愿实证研究[J]. , 2017, 29(11): 148-158.

Cao Gaohui, Yu Songtao, Zhang Yuxuan, Hu Shoumin. An Empirical Research on Consumers' Passion for Online Review[J]. , 2017, 29(11): 148-158.

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