摘要
基于SET和TAM,文章从社会-心理和技术的角度构建了消费者在线评论动因的影响因素模型,利用Amos22.0软件使用极大似然估计法就感知有用性、感知易用性、经济报酬、情感分享、评论成本、感知乐趣对消费者在线评论动因的影响进行研究。研究结果表明:感知有用性、经济报酬、情感分享显著影响消费者在线评论意愿,评论成本负向显著影响消费者在线评论意愿,而感知乐趣对其无显著影响。此外,感知易用性对消费者在线评论意愿无显著影响,但其对感知有用性呈显著影响。文章深入探讨消费者发表在线评论背后的动因,解决消费者在线发表评论意愿低等客观问题,对于互联网经济的长期发展具有非常重要的现实意义。
Based on SET and TAM,this paper constructs the influencing factor model of the motivation of consumers’online comments from the perspective of the social psychology and technology.Utilizing Amos 22.0 software,this paper adopts maximum likelihood estimation method to study the effects of perceived usefulness,perceived ease of use,economic rewards,emotional sharing,review cost,perceived pleasure on the motivation of consumers’online comments.The results show that the perceived usefulness,economic rewards,emotional sharing significantly affect the willingness of consumers to comment online while review cost plays a negative role,and perceived pleasure has no significant effect on it.In addition,perceived ease of use has no significant effect on the consumers’online comment intention,but it has significant effect on perceived usefulness.In-depth discussion of the motivation behind consumers’online reviews and solving the objective problem of consumers’low willingness to comment online have great practical significance to the long-term development of the Internet economy.
作者
江琳
JIANG Lin(School of International Economics and Trade,Fujian Business University,Fuzhou 350012,China)
出处
《北京科技大学学报（社会科学版）》
2020年第1期87-94,共8页
Journal of University of Science and Technology Beijing(Social Sciences Edition)
基金
2018年福建省中青年教师教育科研基金项目“基于社会交换理论好评奖励对消费者在线评论意愿的影响研究”(编号为JAS180653)
2019年福建省社会科学规划项目O2O商业生态环境下福建省零售行业多元价值共创的路径优化研究(编号为FJ2019C039)
2017年福建商学院度校级科研项目“基于SEM和TAM的消费者在线评论意愿的影响因素研究”(编号为SYKY201702)
关键词
在线评论
评论动因
社会交换理论
技术接受模型
online reviews
review motivation
social exchange theory
technology acceptance model
