移动通信技术发展背景下的在线评论形式演进及价值挖掘

伴随着移动通信技术的发展,在线评论形式不断演进。信息海量增长,引发消费者对在线评论的真实性和可靠性存疑,决策成本上升。为探讨在线评论对消费者购买决策的影响,本文基于精细加工可能性模型,以在线评论可信度为中介变量,构建研究模型,进而开展问卷调查并进行实证分析。结果表明,网络环境认知、在线评论质量、在线评论数量、评论者资信度对在线评论可信度有显著性正向影响,在线评论效价对在线评论可信度有显著性负向影响。在线评论可信度对消费者购买决策有显著性正向影响,并发挥中介作用。基于此,本文提出了在5G时代深度挖掘在线评论价值可采取的相关举措。

Form Evolution and Value Mining of Online Reviews against theBackdrop of Development of Mobile Communication Technology

With the development of mobile communication technology, the form of online reviews is evolving. Mass data of online reviews make the shoppers suspect their reliability and authenticity and incurs rising of the cost of making decisions. To explore influence of the reviews on the shoppers" decision, this paper, based on Elaboration Likelihood Model, builds the research model with review credibility as a mediator. Further, through questionnaire and empirical analysis, it proves that cyber environment cognition, quantity and quality of the reviews and credit of the reviewers have obvious positive effect on credibility of the reviews and titer of the reviews has significant negative effect on the credibility. The credibility has greatly positive effect on shoppers" decision and plays a role of mediation. Therefore it brings out five measures to deeply mine the value of the reviews in 5G era.