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【目的/意义】通过构建移动O2O用户在线评论有用性影响因素的概念模型,为移动O2O模式下在线评论有用性排序提供依据。【方法/过程】文章运用双路径模型,结合移动O2O用户的特点,构建了移动商务环境下O2O用户在线评论有用性影响因素的概念模型,再利用偏最小二乘结构方程(PLS-SEM)进行模型的检验和分析。【结果/结论】产品属性特征词、情感特征词、图片正向影响在线评论质量;在线评论的质量正向影响在线评论可信度;认知反应在在线评论质量、可信度、评论阅读者与在线评论有用性之间起中介作用。
Purpose / Significance By constructing a conceptual model of the usefulness of online reviews of mobile O2O users, it provides a basis for the useful ordering of online reviews in mobile O2O mode. 【Method / Process】 Using the dual-path model and the characteristics of mobile O2O users, this paper constructs a conceptual model of the usefulness of O2O users’ online reviews under the mobile commerce environment, and then makes use of PLS-SEM Test and analysis of the model. [Results / Conclusion] The product attribute feature words, emotion feature words and images positively influence the quality of online reviews; the quality of online reviews positively affects the credibility of online reviews; the cognitive response is based on the quality of online reviews, reliability, and commentators And the usefulness of online reviews as an intermediary.