| 消费者个体特征对在线评论有效性的影响研究 |
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| 引用本文： | 安静,郑荣,杨明中.消费者个体特征对在线评论有效性的影响研究[J].现代情报,2017,37(1):106-111. |
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| 作者姓名： | 安静 郑荣 杨明中 |
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| 作者单位： | 1. 常州工学院经济与管理学院, 江苏 常州 213032;2. 吉林大学管理学院, 吉林 长春 130022 |
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| 基金项目： | 江苏省高校哲学社会科学研究一般项目“消费者个体特征对在线评论有效性的影响研究”（项目编号：2015SJD528）。 |
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| 摘 要： | 随着电子商务的高速发展，面对海量的网络销售商家和平台，如何甄别出有效的在线评论信息从而提高网购消费者的购物决策是个重要的研究课题。因此开展对在线评论有效性的研究具有重要的理论价值和实践意义。围绕“消费者个体特征与在线评论有效性”这一主线，构建消费者个体特征对在线评论有效性影响的理论模型，通过设计测量量表，对收集的样本数据进行因子分析和回归模型验证。研究结果表明，消费者心理特征、认知特征和行为特征均对在线评论有效性有显著正向影响，人口统计特征对在线评论有效性没有显著影响。
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| 关 键 词： | 在线评论 消费者 个体特征 有效性 |
The Impact of Consumer Characteristics on Effectiveness of Online Reviews |
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| Authors: | An Jing Zheng Rong Yang Mingzhong |
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| Institution: | 1. School of Economics and Management, Changzhou Institute of Technology, Changzhou 213032, China;2. School of Management, Jilin University, Changchun 130022, China |
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| Abstract: | With the rapid development of e-commerce,in the face of massive online sellers and platforms,how to identify effective online reviews to improve online shopping decision-making of consumers is an important research topic.Therefore,to carry out the research on online review effectiveness has important theoretical value and practice significance.Around the main line as individual characteristics of consumers and effectiveness of online reviews,this paper constructed a theoretical model of the impact of consumer's individual characteristics on online review effectiveness.After scale design,the model was examined by validation of factor analysis and regression model through the collected sample data.Some research results showed that psychological characteristics,behavioral characteristics and cognitive characteristics of consumers had a significant positive effect on the effectiveness of online reviews,while demographic characteristics of consumers had no significant effect on online reviews effectiveness. |
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| Keywords: | online reviews consumer characteristics effectiveness |
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