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在线评论是消费者旅游购买决策的重要依据,但信息过量和评论的参差不齐导致消费者的搜寻成本过大。为了提高消费者的信息搜寻效率,文章通过访谈和问卷调查的方法对影响旅游在线评论有用性的因素进行了探讨。基于调查数据,通过spss因子分析法得出五个影响在线评论有用性的因素:即网站的特性、评论的质量、评论者的可信度、评论的写作风格、评论的情感倾向。
Online commenting is an important basis for consumer travel purchasing decision-making. However, the oversupply of information and the jumble of commentary lead consumers to search cost too much. In order to improve the efficiency of consumers’ information search, the paper discusses the factors influencing the usefulness of online travel reviews through interviews and questionnaires. Based on the survey data, five factors influencing the usefulness of online reviews are obtained through spss factor analysis: the characteristics of the website, the quality of the comments, the credibility of the commentators, the writing styles of the comments, and the emotional tendencies of the comments.