摘要
在线评论对辅助用户进行购买决策并非具有同等参考价值,能够影响用户购买决策的在线评论才具备"有用性"。文章采用结构方程模型,探讨在线评论有用性影响因素及其作用机制,以期为在线评论有用性影响因素研究提供参考依据。通过文献梳理,采用感知真实性、感知价值性、感知权威性对感知有用性的影响作用构建模型;通过问卷调查收集数据,利用AMOS软件进行模型验证和拟合分析,采用SPSS软件进行中介效应检验。模型的拟合配适度较高说明模型的构建具有一定说服力:感知价值性具有部分中介效应,感知真实性影响感知权威性,最终作用于感知有用性。
Online reviews don＇t play the same roles in supporting the purchase decisions for users, only the ones affecting users＇ purchase decisions have usefulness. This paper used structural equation model to explore the factors affecting the usefulness of online reviews and its mechanism, so as to provide reference for the research. Based on literature review, the model was constructed by adopting the influence of perceived authenticity, perceived value and perceived authority on the perceived usefulness.The data was collected by questionnaire survey and processed by AMOS software to verify the fitting performance and make validation analysis, and SPSS software to test intermediate effect. The model fitting degree was high, which illustrated that the construction of the model had certain persuasiveness： perceived value had partial mediating effect, and the perceived authenticity affected the perceived authority and finally influenced the perceived usefulness of online reviews.
作者
赵丽梅
陶易
ZHAO Limei;TAO Yi(College of Information Management,Heilongjiang University,Heilongjiang Harbin 150080,China)
出处
《农业图书情报学刊》
2018年第7期14-18,共5页
Journal of Library and Information Sciences in Agriculture
基金
黑龙江大学研究生创新科研重点项目"在线评论有用性影响因素的实证研究"(项目编号:YJSCX2017-035HLJU)
关键词
在线评论
有用性
结构方程模型
online reviews
usefulness
structural equation model
