在线评论有用性关键影响因素识别研究

在线评论的出现推动了消费者网络购物决策行为的展开,以DEMATEL方法为基础,研究在线评论有用性的影响因素,为进一步促进消费者网络购物决策,推动网络购物决策理性行为的展开提供理论借鉴。在构建在线评论有用性影响因素体系基础上,运用模糊集理论与DEMATEL方法,分析15个影响在线评论有用性因素的属性及其相互关系,并识别出其中消费者专业知识、评论者信息披露、商品涉入度、评论写作风格、评论及时性以及评论信息完整性等6个关键影响因素。根据研究结论提出消费者信息管理是当务之急,商家需要进一步针对不同价位商品,注重评论内容的管理,促进消费者间的社会交流。     

在线评论对消费者网络购买意愿影响的研究

为了理解在线评论对消费者网络购买意愿影响的主要动因,基于计划行为理论、技术接受模型理论和网购顾客消费体验对在线评论行为作用模型,构建在线评论对消费者网络购买决策影响的动因模型,并提出若干假设,最后通过数据采集,采用AMOS21.0软件进行数据分析,对模型和假设进行了实证研究,统计分析结果表明: 消费者——网站关系、在线评论数量、在线评论质量、在线评论接收者专业能力、在线评论接收者涉入度、在线评论接收者感知风险影响消费者网络购买意愿,在线评论者资信度和在线评论的时效性影响不显著.基于此,本文对结果进行了讨论,并对消费者和网商营销提出了建议.     

在线评论研究中的主题结构：社会网络分析的视角

探索在线评论相关领域中的研究主题以及它们之间的结构关系.从Web of Science核心数据库提取2009-2013年共113篇文献,通过共词分析确定了41个关键词,然后运用社会网络分析法识别了在线评论内容分析、在线评论深度挖掘、在线评论服务响应、在线评论行为研究、在线评论系统与社交媒体、在线评论与消费者决策、在线评论质量研究7个研究主题,最后提出一个新的研究框架为当前的研究提供参考.     

在线评论的感知有用性对在线消费者购买意愿的影响路径研究

网络购物的兴起,在线评论受到消费者的关注度增加,消费者在网络购物前会参考购买者评论,作为购买决策的指导。在线评论在一定程度上能够刺激消费者的购买意愿,从而产生购买行为。论文在对线评论及其感知有用性的相关理论进行回顾的基础上,分析总结出在线评论有用性感知的影响因素。然后根据购买意愿的研究现状,确定态度对购买意愿的影响。再提出研究假设:在线评论感知有用性对购买意愿的影响经过了态度的中介作用,建立研究模型,并对假设进行验证,最后得出结论建议     

消费者在线评论采纳研究综述

网络零售环境中,在线评论对产品销量和消费者购买决策都产生了非常重要的影响.本文在对在线评论的内容和范围做出明确界定的基础上,分析影响消费者采纳在线评论意见的3个方面:有用性、可信度和其他调节因素,得出评论有用性的主要影响因素为:量、长度、星级、语言风格和内容离散度、内容一致性等,评论可信度的主要影响因素为价、论证质量、评论人可信度和评论人的专业度等,调节因素则主要为消费者已有信念、介入度和文化因素.最后,提出值得未来研究深入探讨的在线评论研究主题.     

在线评论和网络论坛对高涉人度产品关注度的动态影响研究

通过引入中关村在线消费者关注指数,结合手机评论和论坛发帖数据,构建PVAR(面板向量自回归)模型,研究在线评论、网络论坛对消费者产品关注的动态影响以及两种口碑类型间的相互作用。研究发现:在线评论数量对消费者产品关注有正向影响,网络论坛数量虽不直接影响消费者产品关注,却对在线评论数量存在正向影响。网络口碑间的相互作用在强度上虽不及自身的动态影响,但持续时间更长。     

在线评论与消费者行为的研究进展与趋势展望

以消费决策的AISAS模式为主线,综述了消费者参与在线评论、消费者对在线评论的感知价值以及受在线评论影响的购买决策等领域的研究进展,旨在分析在线评论研究的内在逻辑、方法差异和结论分歧,在此基础上探讨了在线评论在方法、内容及本土化方面的研究趋势。     

基于信息觅食理论的消费者在线评论搜索行为研究

[目的/意义]本研究旨在从信息觅食理论出发,分析点评类软件消费者在线评论搜索行为的内在机理。[方法/过程]以信息觅食理论为基础,围绕信息线索、斑块模型和菜单模型构建了消费者在线评论搜索行为模型。采用问卷调查法收集352份有效样本数据,并利用结构方程模型对理论模型进行分析与检验。[结果/结论]评论内容质量、评论丰富性、评论效价以及评论者资信度4类信息线索均会正向显著影响消费者斑块收益感知,进而正向影响消费者在线评论搜索行为。此外,评论效价也会直接正向显著影响消费者在线评论搜索行为。本研究在理论层面深入揭示了消费者在线评论搜索行为的内在机理,延伸了信息觅食理论的研究情境与边界;在实践层面为点评类软件的功能优化及引导消费者有效搜索在线评论提供了相关建议。     

基于信息需求的消费者网络信息搜寻行为研究

在界定消费者网络信息搜寻概念和理论综述的基础上,从信息需求角度重点对消费者网络信息搜寻行为展开系列研究.构建了以信息需求为中心的网络信息搜寻行为的影响因素体系;描述并实证基于信息需求的网络信息搜寻行为过程化特征;对基于信息需求的网络实际信息搜寻量指标等展开研究与实证,为进一步研究消费者网络信息搜寻行为奠定了基础.     

消费者个体特征对在线评论有效性的影响研究

随着电子商务的高速发展,面对海量的网络销售商家和平台,如何甄别出有效的在线评论信息从而提高网购消费者的购物决策是个重要的研究课题。因此开展对在线评论有效性的研究具有重要的理论价值和实践意义。围绕“消费者个体特征与在线评论有效性”这一主线,构建消费者个体特征对在线评论有效性影响的理论模型,通过设计测量量表,对收集的样本数据进行因子分析和回归模型验证。研究结果表明,消费者心理特征、认知特征和行为特征均对在线评论有效性有显著正向影响,人口统计特征对在线评论有效性没有显著影响。     

国外健康信息搜索行为的知识脉络和研究进展

[目的/意义]旨在揭示国外用户健康信息搜索行为的内容、特点及趋势,以期为我国用户健康信息搜索行为领域的研究提供借鉴和参考.[方法/过程]以Web of Science为数据源,对86篇文献采用综合、归纳、对比等方法进行综合分析,从相关概念、研究对象、研究方法等方面对知识脉络研究进行梳理,按老年人、成年人、青年人分别对健...     

查询式搜索与探索式搜索行为比较研究——以健康信息为例

[目的/意义]查询式搜索适用于目标明确的提问应答式信息问题，探索式搜索更注重搜索过程的人机交互性、动态性与多面性，两者表现出不同的行为特征。作为搜索行为研究的基本问题之一，相关研究还比较缺乏。论文旨在探究查询式搜索与探索式搜索行为特征的差异，这对于信息搜索系统的功能优化以及指导用户高效获取信息都具有重要的实践意义。[方法/过程]论文以健康信息搜索为例，采用搜索行为实验的方法，通过对录屏数据的分析，从检索策略、学习行为、深度搜索和搜索绩效4个维度对两种搜索行为进行比较。[结果/结论]查询式搜索与探索式搜索在关键词变换数、访问网页数目等6个指标上存在显著性差异，在检索工具选择、查询串长度、搜索结果集的翻页和相关链接搜索4个指标上不存在显著性差异。     

Evaluating the performance of demographic targeting using gender in sponsored search

In this research, we evaluate the effect of gender targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advertising campaign from a major US retailer. In order to determine the effect of demographic targeting, we classify the campaign’s key phrases by a probability of being targeted for a specific gender, and we then compare the key performance indicators among these groupings using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items, and return on advertising. Findings from our research show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, generating 20 times the return of advertising than any gender targeted category. Insight from this research could result in sponsored advertising efforts being more effectively targeted to searchers and potential consumers.     

政策助推、创新搜索机制对科研绩效的影响 ——基于国家重点实验室的实证研究

本文以国家重点实验室科研工作者为研究样本,分析了政策助推、创新搜索机制对科研绩效的影响。建立了以问题界定和跨界搜索两种创新搜索机制为中介构念的政策助推影响科研绩效单中介和双中介模型,并采用Bootstrap法和PRODCLIN法检验了三个假设模型。研究发现：政策助推对科研绩效具有正向影响作用;创新搜索机制在政策助推影响科研绩效的过程中发挥完全中介作用,问题界定机制和跨界搜索机制的中介路径均具有统计显著性,但是问题界定机制的中介效果明显小于跨界搜索机制。研究丰富了创新搜索机制的前置要素分析,并增强对政策影响个体行为的关注。     

Effects of emotion control and task on Web searching behavior

The study investigated how users’ emotion control and search tasks interact and influence the Web search behavior and performance among experienced Web users. Sixty-seven undergraduate students with substantial Web experience participated in the study. Effects of emotion control and tasks were found significant on the search behavior but not on the search performance. The interaction effect between emotion control and tasks on the search behavior was also significant: effects of users’ emotion control on the search behavior varied depending on search tasks. Profile analyses of search behaviors identified and contrasted the most commonly occurring profiles of search activities in different search tasks. Suggestions were made to improve information literacy programs, and implications for future research were discussed.     

Exploring the immediate and short-term effects of peer advice and cognitive authority on Web search behavior

An individual's Web search behavior can be influenced by a number of factors, including features and functions of a search engine as well as search education. In contrast to the long-lasting attention to the algorithm and interface dimensions of search, there is a lack of research concerned with the potential effects of user education on search behavior. To address this gap, we ran a three-session field-lab-combined study to examine the effects of user education from two distinct sources – peer advice and cognitive authority (operationalized as video-based student's advice and expert's advice respectively) – on Web search behavior in two different search task scenarios (i.e., factual specific and factual amorphous tasks). We also tested if these behavioral effects persist for a short period of time when the explicit search tips are removed. Using 185 task session data generated by 31 participants in two field and one lab sessions, this study demonstrates that: (1) both peer advice and cognitive authority are effective in stimulating immediate behavioral changes in Web search; (2) the immediate behavioral impact of search advice is broader in factual amorphous task than in factual specific task; (3) framing search tips as the advice from cognitive authority is more likely to generate continuing, short-term effects on Web search behaviors. This research has implications for the design of task-aware user education as well as the study of users’ interactions with IR systems in general.     

Impact of response latency on sponsored search

Recent research in the human computer interaction and information retrieval areas has revealed that search response latency exhibits a clear impact on the user behavior in web search. Such impact is reflected both in users’ subjective perception of the usability of a search engine and in their interaction with the search engine in terms of the number of search results they engage with. However, a similar impact analysis has been missing so far in the context of sponsored search. Since the predominant business model for commercial search engines is advertising via sponsored search results (i.e., search advertisements), understanding how response latency influences the user interaction with the advertisements displayed on the search engine result pages is crucial to increase the revenue of a commercial search engine. To this end, we conduct a large-scale analysis using query logs obtained from a commercial web search. We analyze the short-term and long-term impact of search response latency on the querying and clicking behaviors of users using desktop and mobile devices to access the search engine, as well as the corresponding impact on the revenue of the search engine. This analysis demonstrates the importance of serving sponsored search results with low latency and provides insight into the ad serving policy of commercial search engines to ensure long-term user engagement and search revenue.     

Academic users’ interactions with ScienceDirect in search tasks: Affective and cognitive behaviors

This article presents part of phase 2 of a research project funded by the NSF-National Science Digital Library Project, which observed how academic users interact with the ScienceDirect information retrieval system for simulated class-related assignments. The ultimate goal of the project is twofold: (1) to find ways to improve science and engineering students’ use of science e-journal systems; (2) to develop methods to measure user interaction behaviors. Process-tracing technique recorded participants’ processes and interaction behaviors that are measurable; think-aloud protocol captured participants’ affective and cognitive verbalizations; pre- and post-search questionnaires solicited demographic information, prior experience with the system, and comments. We explored possible relationships between affective feelings and cognitive behaviors. During search interactions both feelings and thoughts occurred frequently. Positive feelings were more common and were associated more often with thoughts about results. Negative feelings were associated more often with thoughts related to the system, search strategy, and task. Learning styles are also examined as a factor influencing behavior. Engineering graduate students with an assimilating learning style searched longer and paused less than those with a converging learning style. Further exploration of learning styles is suggested.     

基于元分析的用户在线健康信息搜寻行为影响因素研究

【目的/意义】针对现有用户在线健康信息搜寻行为的实证研究中存在的结果不一致现象,对该领域相关 研究进行梳理验证,旨在明确影响用户在线健康信息搜寻行为的真正因素以及关键调节变量,揭示用户在线健康 信息搜寻行为产生的直接原因,为完善用户在线健康信息搜寻行为理论体系及相关领域的后续研究提供借鉴。【方 法/过程】选取 25篇符合标准的中外文献进行元分析,探究影响因素及其影响程度,从国内外研究情境、用户的社 会属性与健康状况三个维度探讨影响因素与在线健康信息搜寻行为间的调节效应。【结果/结论】结果表明,10个因 素对用户在线健康信息搜寻行为有显著正向影响,其中信息质量的影响强度最高,感知风险、信任、自我效能及感 知有用性对在线健康信息搜寻行为的影响强度较弱,同时验证了国内外研究情境、用户的社会属性与健康状况对 在线健康信息搜寻行为具有调节作用。【创新/局限】本文采用元分析方法,通过对前人研究结果的再分析,得到更 加精准的研究结论,是对在线健康信息搜寻领域现有研究的有力补充。但对元分析方法的应用还较为单一,未涉 及各影响因素间的关系,有待后续进一步研究。