将评论平台类型分为卖家平台、第三方平台和消费者自建平台,产品类型分为搜索型产品和体验型产品,采用实验情境设计的方法设计分析不同平台与产品类型评论对消费者有用性感知的差异。研究发现,卖家平台与第三方平台以及卖家平台与消费者自建平台之间的感知有用性存在显著差异,而第三方平台与消费者自建平台之间的感知有用性差异不显著,这一点对于体验型产品也得到验证。对于搜索型产品,三者之间的差异并不显著。 The type of review platform is divided into the seller platform, the third-party platform and the consumer self-built platform. The product types are divided into search-type products and experiential products, and the experimental scenario design method is used to design and analyze the evaluation of different platforms and product types. Knowledge of the differences. The research finds that there is a significant difference in perceived usefulness between the seller platform and the third party platform and between the seller platform and the consumer self-built platform, while the perceived usefulness difference between the third party platform and the consumer self-built platform is insignificant Experience-based products have also been verified. For the search products, the difference between the three is not significant.