在线问答评论特征对感知有用性的影响

doi:10.14088/j.cnki.issn0439-8114.2020.15.035

湖北农业科学 ›› 2020, Vol. 59 ›› Issue (15): 177-181.doi: 10.14088/j.cnki.issn0439-8114.2020.15.035

在线问答评论特征对感知有用性的影响

赵雅楠

河海大学商学院,南京 211000

收稿日期:2020-04-08 出版日期:2020-08-10 发布日期:2020-09-24
作者简介:赵雅楠（1993-）,女,山西汾西人,在读硕士研究生,研究方向为电子商务,（电话）18260057210（电子信箱）794773578@qq.com。
基金资助:
国家市场监督管理总局经济类重大研究项目（GLC-2016011）

Influence of online Q & A comment features on perceived usefulness

ZHAO Ya-nan

Business School of Hohai University,Nanjing 211000,China

Received:2020-04-08 Online:2020-08-10 Published:2020-09-24

摘要/Abstract

摘要： 基于精细加工可能性模型,以淘宝中“问大家”的真实在线问答评论为基础,采用问卷调查法并通过SPSS 24.0软件进行分层回归分析,研究在线问答评论特征中问答评论质量、情感倾向、一致性、总量、反馈数量对感知有用性的影响。结果表明,中枢路径因素和边缘路径因素都显著正向影响感知有用性,且前者的影响较大。提出可以从设置在线问答评论模板、提炼整体性指标、引导消费者评论方向等方面着手提高用户感知有用性。

关键词: 在线问答评论, 精细加工可能性模型, 感知有用性

Abstract: Based on the elaboration likelihood model and the real online Q & A comments of “ask everyone” in Taobao, the influence of the quality, emotional tendency, consistency, total amount and feedback quantity of Q & A comments on perceived usefulness was studed by using questionnaire survey and hierarchical regression analysis by SPSS 24.0. The results showed that central pathway and marginal pathway factors had significant positive effects on perceived usefulness, and the former had a greater impact. It was suggested that users perceived usefulness could be improved by setting up online Q & A comment templates, refining overall indicators and guiding consumers comments.

Key words: online Q & A comments;, elaboration likelihood model, perceived usefulness

中图分类号:

C811

赵雅楠. 在线问答评论特征对感知有用性的影响[J]. 湖北农业科学, 2020, 59(15): 177-181.

ZHAO Ya-nan. Influence of online Q & A comment features on perceived usefulness[J]. HUBEI AGRICULTURAL SCIENCES, 2020, 59(15): 177-181.

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在线问答评论特征对感知有用性的影响

Influence of online Q & A comment features on perceived usefulness

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