本文選題：在線評論系統(tǒng) + 在線評論��； 參考：《南京大學(xué)》2014年博士論文

【摘要】：隨著電子商務(wù)的普及以及Web2.0時(shí)代的到來,消費(fèi)者開始習(xí)慣于通過網(wǎng)絡(luò)表達(dá)消費(fèi)體驗(yàn)。此類信息一般被稱為電子口碑或在線評論。由于這種信息是從消費(fèi)者視角對消費(fèi)過程以及產(chǎn)品使用進(jìn)行描述,看起來比商家的廣告宣傳更具有親和力和可信度。因此,消費(fèi)者在網(wǎng)購中對于在線評論的依賴性以及在線評論對消費(fèi)決策的影響力逐漸增強(qiáng)。時(shí)至今日,在線評論從個(gè)人層面可以決定消費(fèi)者的購物決策,在市場層面則可以部分決定產(chǎn)品以及商家的命運(yùn)。 新興社會化媒體與電子商務(wù)結(jié)合所產(chǎn)生的社會化商務(wù)模式使在線評論對消費(fèi)者及市場的作用持續(xù)發(fā)酵。目前,各類互聯(lián)網(wǎng)平臺中的在線評論呈現(xiàn)出數(shù)量多、分布廣、形式多樣的特點(diǎn)。在線評論顯著的社會影響力以及商家之間的競爭的需要使其作為一種信息資源的價(jià)值得以凸顯出來。這在為消費(fèi)者的產(chǎn)品信息搜索以及利益相關(guān)者的利益實(shí)現(xiàn)提供了便利的同時(shí)也將諸如電子口碑超載、人為口碑操縱、由消費(fèi)者行為偏差以及評論系統(tǒng)功能設(shè)計(jì)缺陷導(dǎo)致的在線評論系統(tǒng)低效率等問題擺在了消費(fèi)者以及相關(guān)從業(yè)人員的面前。目前,開發(fā)有效的在線評論管理方法與工具已經(jīng)成為學(xué)者和實(shí)業(yè)界人士化解以上負(fù)面影響的重要手段之一 基于以上研究背景,本文以購物網(wǎng)站中的在線評論系統(tǒng)這一消費(fèi)者較為常用的在線評論獲取渠道為研究對象,以信息系統(tǒng)領(lǐng)域的行為學(xué)以及設(shè)計(jì)學(xué)范式研究及其相互關(guān)系為指導(dǎo),以分析在線評論系統(tǒng)發(fā)展過程中作為系統(tǒng)關(guān)聯(lián)要素的信息、人、技術(shù)、管理的相互作用,以及消費(fèi)者對在線評論系統(tǒng)的使用這兩組交互過程為切入點(diǎn),就在線評論系統(tǒng)功能的演變過程、規(guī)律以及消費(fèi)者對在線評論系統(tǒng)功能的評價(jià)以及系統(tǒng)的適應(yīng)性使用的驅(qū)動因素進(jìn)行了探討,以此探尋改進(jìn)在線評論系統(tǒng)的思路、方法與具體路徑,最終提出了基于多重適應(yīng)的在線評論系統(tǒng)改進(jìn)建議。本文的研究內(nèi)容和具體結(jié)論如下： 首先,以國內(nèi)外主流購物網(wǎng)站的商品評論系統(tǒng)為樣本,按照行為學(xué)與設(shè)計(jì)學(xué)范式相結(jié)合的思路,以系統(tǒng)功能與消費(fèi)者口碑信息處理影響因素的聯(lián)系以及信息模型(i-model)為分析框架,以時(shí)間為線索,采用縱向分析方法對在線評論系統(tǒng)的演變規(guī)律進(jìn)行了分析,結(jié)果顯示根據(jù)其階段性特征可將演變過程分為萌芽期、發(fā)展期和集成期。演變過程中評論的表層屬性對消費(fèi)者的影響在削弱。由于消費(fèi)者協(xié)作以及降低認(rèn)知成本的需求,強(qiáng)化社會化交往元素以及深度挖掘文本信息將是商品評論系統(tǒng)功能設(shè)計(jì)的重要發(fā)展方向。 其次,以國內(nèi)消費(fèi)者為調(diào)查樣本,利用問卷調(diào)查以及兩個(gè)Kano模型的改進(jìn)模型分析了消費(fèi)者對目前購物網(wǎng)站在線評論系統(tǒng)的主流功能的評價(jià)。根據(jù)模型分析結(jié)果對在線評論系統(tǒng)的功能進(jìn)行了分類,該分類揭示出目前大多數(shù)功能對于系統(tǒng)滿意度的變化沒有貢獻(xiàn),消費(fèi)者對于基于動作元素以及排序篩選元素的功能的實(shí)際效果的認(rèn)可度較為有限;但是,對評論信息、評論效價(jià)進(jìn)行解構(gòu)或衍生的功能的實(shí)現(xiàn)程度對于提升系統(tǒng)滿意度有顯著的作用。 對評論系統(tǒng)適應(yīng)性使用驅(qū)動因素的探究圍繞消費(fèi)者對評論系統(tǒng)的適應(yīng)性使用行為展開。在對在線評論系統(tǒng)的適應(yīng)性使用行為進(jìn)行了界定之后,分析了理解適應(yīng)性使用行為的驅(qū)動因素對于系統(tǒng)設(shè)計(jì)以及改進(jìn)的意義。隨后在探討了感知示能性對于IT構(gòu)件的重要意義的基礎(chǔ)上將其通過引入已有的適應(yīng)性使用驅(qū)動因素模型,使用問卷調(diào)查以及結(jié)構(gòu)方程分析方法對概念模型進(jìn)行了檢驗(yàn)。結(jié)果表明：感知示能性(包括感知享樂示能性以及感知功利示能性),情境的變化,以及不一致都與適應(yīng)性使用存在正向關(guān)系；同時(shí),情境變化可以促進(jìn)通過產(chǎn)生不一致的方式,感知示能性可以通過促進(jìn)情境變化的方式,間接的對適應(yīng)性使用施加正向影響。 最后,在信息系統(tǒng)設(shè)計(jì)學(xué)研究方法論的基礎(chǔ)上,根據(jù)適應(yīng)性使用部分的研究結(jié)論,引入了基于感知示能性的設(shè)計(jì)理論,構(gòu)建了基于三重適應(yīng)的在線評論系統(tǒng)評價(jià)標(biāo)準(zhǔn),結(jié)合前三部分實(shí)證中發(fā)現(xiàn)和證實(shí)的對于在線評論系統(tǒng)功能的基本認(rèn)識,指出了目前評論系統(tǒng)所存在的不足,并根據(jù)三重適應(yīng)的理念提出了改進(jìn)建議。 本文的貢獻(xiàn)主要體現(xiàn)在以下三個(gè)方面： (1)較為系統(tǒng)的對在線評論系統(tǒng)功能的演變過程進(jìn)行了梳理,對規(guī)律進(jìn)行了總結(jié)。這是對在線評論系統(tǒng)的概念內(nèi)涵以及理論體系的補(bǔ)充。本研究對于基于消費(fèi)者感知的評論系統(tǒng)功能現(xiàn)狀的考察彌補(bǔ)了以往設(shè)計(jì)學(xué)研究只單一考察某一IT構(gòu)件的性能指標(biāo),缺乏功能間綜合比較以及消費(fèi)者態(tài)度考量的缺陷。這些發(fā)現(xiàn)可以為在線評論系統(tǒng)的后續(xù)的行為學(xué)以及設(shè)計(jì)學(xué)研究提供有益的幫助。 (2)本文對于消費(fèi)者的在線評論系統(tǒng)適應(yīng)性使用行為驅(qū)動因素的研究,將適應(yīng)性使用的概念引入在線評論系統(tǒng)的研究中。本文的研究拓展了原有的理論模型,證實(shí)了感知示能性對于在線評論系統(tǒng)適應(yīng)性使用行為的促進(jìn)作用。這部分研究結(jié)論有益于建立行為學(xué)研究與設(shè)計(jì)學(xué)研究的關(guān)聯(lián),并且豐富了學(xué)術(shù)界對于適應(yīng)性使用驅(qū)動因素、發(fā)生機(jī)制以及感知示能性作用的認(rèn)識。 (3)本文提出了基于“人與功能”、“功能與功能”以及“示能性之間”的三重適應(yīng)的在線評論系統(tǒng)評價(jià)標(biāo)準(zhǔn),將實(shí)證部分的研究發(fā)現(xiàn)進(jìn)行了綜合。在此基礎(chǔ)上提出的設(shè)計(jì)評價(jià)標(biāo)準(zhǔn)、存在的問題以及改進(jìn)建議,可以用于指導(dǎo)購物網(wǎng)站商品評論系統(tǒng)的改進(jìn)。 本文的不足主要體現(xiàn)在：(1)對于演變規(guī)律的分析受歷史數(shù)據(jù)獲取的限制,在時(shí)間粒度的劃分上略顯粗糙,此外,問卷調(diào)查部分的樣本選取的科學(xué)性還需要繼續(xù)加強(qiáng)；(2)適應(yīng)性使用部分的研究大量使用了形成性構(gòu)念,所以進(jìn)行了量表的自主開發(fā),量表對于不同樣本的適用性還需要更多實(shí)證研究的檢驗(yàn)；(3)本文提出的設(shè)計(jì)評價(jià)標(biāo)準(zhǔn)和改進(jìn)建議還需要進(jìn)行實(shí)驗(yàn)驗(yàn)證其效果。
[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.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F713.36

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本文編號：1902104