旅游者对在线评论的信息采纳意愿研究

发布时间：2018-05-19 16:41

本文选题：在线评论 + 感知有用性　；参考：《暨南大学》2013年硕士论文

【摘要】：随着互联网的普及和消费观念的日益成熟，以在线评论为代表的网络口碑成为了学术界和实业界讨论的焦点。通过整理相关文献可发现，以往学者关于在线评论对消费者行为意向的影响研究主要集中在对消费者购买意向或再传播意向方面，而在线评论是否会对消费者的购买意向以及其他行为意向产生影响的一个重要前提就是消费者是否采纳在线评论的信息内容和观点，，但这一更为细致、微观的研究关键点却鲜有学者问津。本研究在回顾和总结国内外学者相关研究成果基础上，结合ELM和TAM的研究范式，建立起了在线评论对消费者采纳意愿的影响模型，并以旅游者为调查对象进行了实证检验。研究证实：旅游者在面对在线评论时不仅会从评论本身即内容质量进行考察，还会把评论发表者以及评论所依存的平台即网站纳入自己的思考范围。评论内容质量通过影响旅游者对信息的有用性感知作用于采纳意愿，在线评论发表者的专业性会影响旅游者的信任感并通过信任影响感知有用性，网站声誉则会同时对旅游者有用性感知和信任产生影响。信任与感知有用性是旅游者决定是否采纳在线评论的信息与观点的两个关键维度。文末针对研究结果为旅游企业和网站的在线评论管理实践提出了建议。
[Abstract]:With the popularity of the Internet and the increasingly mature concept of consumption, the online word of mouth, represented by online reviews, has become the focus of discussion in academia and industry. Through sorting out the relevant literature, it can be found that the previous research on the influence of online reviews on consumers' behavior intention is mainly focused on the consumers' purchase intention or re-dissemination intention. An important prerequisite for whether online reviews will have an impact on consumers' purchase intentions and other behavioral intentions is whether or not consumers adopt the content and views of online reviews, but this is more nuanced. However, few scholars are interested in the key points of micro-research. On the basis of reviewing and summarizing the research results of domestic and foreign scholars, combined with the research paradigm of ELM and TAM, this study established a model of the influence of online reviews on consumers' willingness to adopt, and conducted an empirical test on tourists. The study confirms that when faced with online comments, tourists will not only examine the quality of the comments themselves, but also bring the reviewers and the platform on which the comments depend into their own thinking. The quality of comment content affects the willingness to adopt by influencing tourists' perception of the usefulness of information, and the professionalism of online comment publishers affects the trust of tourists and perceived usefulness through trust. Website reputation will have an impact on tourists'perceived usefulness and trust at the same time. Trust and perceived usefulness are two key dimensions for tourists to decide whether to adopt online reviews. At the end of this paper, some suggestions are put forward for the online comment management of tourism enterprises and websites.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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