购物网站在线评论系统功能的演变及适应性使用研究

发布时间：2018-05-17 16:44

本文选题：在线评论系统 + 在线评论　；参考：《南京大学》2014年博士论文

【摘要】：随着电子商务的普及以及Web2.0时代的到来,消费者开始习惯于通过网络表达消费体验。此类信息一般被称为电子口碑或在线评论。由于这种信息是从消费者视角对消费过程以及产品使用进行描述,看起来比商家的广告宣传更具有亲和力和可信度。因此,消费者在网购中对于在线评论的依赖性以及在线评论对消费决策的影响力逐渐增强。时至今日,在线评论从个人层面可以决定消费者的购物决策,在市场层面则可以部分决定产品以及商家的命运。新兴社会化媒体与电子商务结合所产生的社会化商务模式使在线评论对消费者及市场的作用持续发酵。目前,各类互联网平台中的在线评论呈现出数量多、分布广、形式多样的特点。在线评论显著的社会影响力以及商家之间的竞争的需要使其作为一种信息资源的价值得以凸显出来。这在为消费者的产品信息搜索以及利益相关者的利益实现提供了便利的同时也将诸如电子口碑超载、人为口碑操纵、由消费者行为偏差以及评论系统功能设计缺陷导致的在线评论系统低效率等问题摆在了消费者以及相关从业人员的面前。目前,开发有效的在线评论管理方法与工具已经成为学者和实业界人士化解以上负面影响的重要手段之一基于以上研究背景,本文以购物网站中的在线评论系统这一消费者较为常用的在线评论获取渠道为研究对象,以信息系统领域的行为学以及设计学范式研究及其相互关系为指导,以分析在线评论系统发展过程中作为系统关联要素的信息、人、技术、管理的相互作用,以及消费者对在线评论系统的使用这两组交互过程为切入点,就在线评论系统功能的演变过程、规律以及消费者对在线评论系统功能的评价以及系统的适应性使用的驱动因素进行了探讨,以此探寻改进在线评论系统的思路、方法与具体路径,最终提出了基于多重适应的在线评论系统改进建议。本文的研究内容和具体结论如下：首先,以国内外主流购物网站的商品评论系统为样本,按照行为学与设计学范式相结合的思路,以系统功能与消费者口碑信息处理影响因素的联系以及信息模型(i-model)为分析框架,以时间为线索,采用纵向分析方法对在线评论系统的演变规律进行了分析,结果显示根据其阶段性特征可将演变过程分为萌芽期、发展期和集成期。演变过程中评论的表层属性对消费者的影响在削弱。由于消费者协作以及降低认知成本的需求,强化社会化交往元素以及深度挖掘文本信息将是商品评论系统功能设计的重要发展方向。其次,以国内消费者为调查样本,利用问卷调查以及两个Kano模型的改进模型分析了消费者对目前购物网站在线评论系统的主流功能的评价。根据模型分析结果对在线评论系统的功能进行了分类,该分类揭示出目前大多数功能对于系统满意度的变化没有贡献,消费者对于基于动作元素以及排序筛选元素的功能的实际效果的认可度较为有限;但是,对评论信息、评论效价进行解构或衍生的功能的实现程度对于提升系统满意度有显著的作用。对评论系统适应性使用驱动因素的探究围绕消费者对评论系统的适应性使用行为展开。在对在线评论系统的适应性使用行为进行了界定之后,分析了理解适应性使用行为的驱动因素对于系统设计以及改进的意义。随后在探讨了感知示能性对于IT构件的重要意义的基础上将其通过引入已有的适应性使用驱动因素模型,使用问卷调查以及结构方程分析方法对概念模型进行了检验。结果表明：感知示能性(包括感知享乐示能性以及感知功利示能性),情境的变化,以及不一致都与适应性使用存在正向关系；同时,情境变化可以促进通过产生不一致的方式,感知示能性可以通过促进情境变化的方式,间接的对适应性使用施加正向影响。最后,在信息系统设计学研究方法论的基础上,根据适应性使用部分的研究结论,引入了基于感知示能性的设计理论,构建了基于三重适应的在线评论系统评价标准,结合前三部分实证中发现和证实的对于在线评论系统功能的基本认识,指出了目前评论系统所存在的不足,并根据三重适应的理念提出了改进建议。本文的贡献主要体现在以下三个方面： (1)较为系统的对在线评论系统功能的演变过程进行了梳理,对规律进行了总结。这是对在线评论系统的概念内涵以及理论体系的补充。本研究对于基于消费者感知的评论系统功能现状的考察弥补了以往设计学研究只单一考察某一IT构件的性能指标,缺乏功能间综合比较以及消费者态度考量的缺陷。这些发现可以为在线评论系统的后续的行为学以及设计学研究提供有益的帮助。 (2)本文对于消费者的在线评论系统适应性使用行为驱动因素的研究,将适应性使用的概念引入在线评论系统的研究中。本文的研究拓展了原有的理论模型,证实了感知示能性对于在线评论系统适应性使用行为的促进作用。这部分研究结论有益于建立行为学研究与设计学研究的关联,并且丰富了学术界对于适应性使用驱动因素、发生机制以及感知示能性作用的认识。 (3)本文提出了基于“人与功能”、“功能与功能”以及“示能性之间”的三重适应的在线评论系统评价标准,将实证部分的研究发现进行了综合。在此基础上提出的设计评价标准、存在的问题以及改进建议,可以用于指导购物网站商品评论系统的改进。本文的不足主要体现在：(1)对于演变规律的分析受历史数据获取的限制,在时间粒度的划分上略显粗糙,此外,问卷调查部分的样本选取的科学性还需要继续加强；(2)适应性使用部分的研究大量使用了形成性构念,所以进行了量表的自主开发,量表对于不同样本的适用性还需要更多实证研究的检验；(3)本文提出的设计评价标准和改进建议还需要进行实验验证其效果。
[Abstract]:With the popularity of e-commerce and the arrival of the Web2.0 era, consumers are used to express the consumer experience through the Internet. This kind of information is generally called electronic word-of-mouth or online reviews. This information is more compatible than commercial advertising, as it describes consumer processes and product use from a consumer perspective. As a result, consumers' dependence on online reviews and the influence of online reviews on consumer decisions are increasing. Today, online reviews can determine consumer shopping decisions from a personal level, and at the market level it can partly determine the fate of products and businesses.
The social business model produced by the combination of emerging social media and electronic commerce makes online reviews continue to ferment the role of consumers and the market. At present, online reviews in various Internet platforms are characterized by a large number, wide distribution, and diverse forms. Online reviews have significant social influence and the need for competition among businesses. The value of it as a kind of information resource can be highlighted, which provides convenience for consumer product information search and stakeholder benefits, while also online comment system, such as electronic word-of-mouth overloading, artificial word-of-mouth manipulation, consumer behavior deviation and review system function design defects. At present, the development of effective online review management methods and tools has become one of the important means for scholars and industry people to dissolve the above negative effects.
Based on the above research background, this paper takes online comment system, an online comment system in the shopping website as the research object, to study the behavior of the information system and the study of design paradigm and its relationship as a guide to analyze the elements of the system in the process of the online review system. Information, human, technology, management interaction, and consumer's use of online review systems are two groups of interaction processes as the starting point. The evolution process of online review system functions, rules and consumers' evaluation of online comment system function and the driving factors of adaptive use of the system are discussed in order to explore the improvement. The ideas, methods and specific paths of online review system, and finally put forward some suggestions on the improvement of online review system based on multiple adaptation. The contents and conclusions of this paper are as follows:
First, taking the commodity review system of the mainstream shopping website at home and abroad as the sample, according to the combination of behavior and design Fan Shixiang, the relationship between the system function and the influence factors of the consumer word of mouth information processing and the information model (I-model) as the analysis frame, and the time as the clue, the vertical analysis method is used to perform the online review system. The variation rule is analyzed. The results show that the evolution process can be divided into the germination period, the development period and the integration period according to its stage characteristics. The influence of the surface attributes on the consumer is weakened during the process of evolution. As the consumer collaboration and the demand for reducing the cognitive cost, the intensive Association elements and the depth of the text information will be excavated. It is an important development direction of functional design of commodity review system.
Secondly, taking the domestic consumer as the survey sample, using the questionnaire survey and the improved model of the two Kano models, this paper analyzes the consumer's evaluation on the mainstream function of the online review system of the current shopping website. There is no contribution to the change of satisfaction. Consumers have limited recognition of the actual effects of the function based on the action elements and the sorting elements. However, the extent to which the commentary information is deconstructed or derived from the comment validity has a significant effect on improving the system satisfaction.
The research on the adaptability of the review system uses the driving factors of the consumer to the adaptive behavior of the review system. After defining the adaptive behavior of the online review system, this paper analyzes the significance of the driving factors for understanding the adaptive use behavior for the system design and improvement. Based on the importance of scalability to the IT component, the concept model was tested by introducing the existing adaptive use driving factor model and using questionnaire and structural equation analysis. The results showed that perceived indicator energy (including perceived hedonic energy and perceived utilitarian energy), situation changes, and There is a positive relationship between inconsistency and adaptive use; at the same time, situational changes can be promoted through the generation of inconsistencies. Perceived indicator can indirectly exert positive effects on adaptive use by promoting contextual change.
Finally, on the basis of the research methodology of the information system design, according to the research conclusions of the adaptive use part, the design theory based on perceived energy is introduced, and the evaluation standard of the online review system based on three adaption is constructed, and the basic understanding of the function of the online review system found and confirmed in the first three parts is combined. The shortcomings of the current review system are pointed out and suggestions for improvement are put forward based on the concept of three adaptation.
The contributions of this paper are mainly embodied in the following three aspects:
(1) a systematic review of the evolution process of online review system function is made and the rules are summarized. This is a supplement to the concept and theoretical system of the online review system. This study makes up for a single IT structure of the previous design study. The performance indicators, lack of functional comprehensive comparison and consumer attitude considerations, can provide useful help to the follow-up behavior and design studies of the online review system.
(2) this paper studies the adaptive use behavior driving factors of consumer online review system, and introduces the concept of adaptive use into the study of online review system. This study extends the original theoretical model and confirms the promotion of perceived indicator energy to the adaptive use behavior of online review system. The conclusion is beneficial to the establishment of the association between behavioral and design studies, and enriches the academic community's understanding of adaptive use of driving factors, mechanism, and perceived function.
(3) this paper puts forward a three adaptive online comment system evaluation standard based on "human and function", "function and function" and "capability between demonstrability", and integrates the research findings of the empirical part. On this basis, the design evaluation standard, the existing problems and the improvement suggestions can be used to guide the shopping website goods. An improvement in the review system.
The main shortcomings of this paper are as follows: (1) the analysis of the evolution law is restricted by historical data, and the time granularity is slightly rough. In addition, the scientific nature of the sample selection in the questionnaire section needs to be further strengthened; (2) the research on the adaptive use part uses a formative structure, so the scale is carried out. Independent development, the scale of the applicability of different samples still need more empirical research; (3) the design evaluation criteria and suggestions for improvement proposed in this paper need to be tested by experiments.
【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F713.36

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