信息质量感知与信息源使用的差异性研究
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摘要
用户对信息质量的感知在很大程度上会影响到对信息的选择和使用。本文调查消费者对不同类型在线商品信息源质量属性的评价,收集318份样本数据分析后发现,消费者在实际获取信息时并未重视他们认为重要的信息特征。本研究可以对互联网商及有关机构研究网络消费者的消费理念和态度、对网络商品关注角度、以及网店的经营者研究如何提高消费者体验等方面提供参考。
The perception of information quality largely effects the selection and use of information sources. This paper investigates consumers' selection behavior: how they perceive online commodity information quality,and whether the criteria of quality they consider important. Data col ected from 318 online shopping customers imply that participants do not apply the criteria they considered important when acquiring commodity information. It is suggested that shop operators should take ful advantage of the information sources' characteristics to strengthen the perception of high-quality information and to increase sales. Besides,it is necessary for consumers to develop their information literacy,reach out and take advantage of new media to get more information,thereby overcoming the psychological dependence needs and making the better purchase decision.
The perception of information quality largely effects the selection and use of information sources. This paper investigates consumers' selection behavior: how they perceive online commodity information quality,and whether the criteria of quality they consider important. Data col ected from 318 online shopping customers imply that participants do not apply the criteria they considered important when acquiring commodity information. It is suggested that shop operators should take ful advantage of the information sources' characteristics to strengthen the perception of high-quality information and to increase sales. Besides,it is necessary for consumers to develop their information literacy,reach out and take advantage of new media to get more information,thereby overcoming the psychological dependence needs and making the better purchase decision.
引文
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[3]中国互联网发展状况统计报告[EB/OL].[2013-10-01].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201307/t20130717_40664.htm
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[7]Ducoffe R H.Advertising value and advertising on the web[J].Journal of Advertising Research,1996,36(5):21-35
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[10]张丽.在线评论的客户参与动机与评论有效性研究——基于中国大型B2C电子商务网站的实证分析[D].天津:南开大学,2011:49-51
[11]Chen Y,Xie J H.Online consumer review:word-of-mouth as a new element of marketing communication mix[J].Management Science,2008,54(3):477-491
[12]Lin J C,Lu H.Towards an understanding of the behavioural intention to use a web site[J].International Journal of Information Management,2000,20(3):197-208
[13]李君君,孙建军.基于因子分析的电子商务网站质量维度的实证研究[J].科技管理研究,2009(10):264-278
[14]曹瑞昌,吴建明.信息质量及其评价指标体系[J].情报探索,2002(4):6-8
[15]苏强,梁冰.信息质量及其评价指标[J].计算机系统应用,2000(7):63-65
[16]程华.个体差异与消费者接受网上购物——基于杭州样本的实证研究[D].杭州:浙江大学,2005:56
[17]Taylor S,Todd P.Assessing IT usage:the role of prior experience[J].MIS quarterly,1995,19(4):561-570
[18]Colon A M,Fleming M R A.“You just type in what you are looking for”:undergraduates’use of library resources vs.Wikipedia[J].The Journal of Academic Librarianship,2012,38(6):391-399
[19]Petty R E,Cacioppo J T,Goldman R.Personal involvement as a determinant of argument-based persuasion[J].Journal of Personality and Social Psychology,1981,41(5):847-855
[2]Kim K S,Sin S C.Selecting quality sources:bridging the gap between the perception and use of information sources[J].Journal of Information Science,2011,37(2):178-188
[3]中国互联网发展状况统计报告[EB/OL].[2013-10-01].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201307/t20130717_40664.htm
[4]Devaraj S,Fan M,Kohli R.Antecedents of B2C channel satisfaction and preference:validating e-commerce metrics[J].Information Systems Research,2002,13(3):316-333
[5]张结魁.消费者网络信息搜寻行为研究[D].合肥:合肥工业大学,2010:1-2
[6]Villanueva J,Yoo S,Hanssens D M.The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity[J].Journal of Marketing Research,2008,45(1):48-59
[7]Ducoffe R H.Advertising value and advertising on the web[J].Journal of Advertising Research,1996,36(5):21-35
[8]Joines J L,Scherer C W,Scheufele D A.Exploring motivations for customer Web use and their implications for e-commerce[J].Journal of Customer Marketing,2003,20(2):90-108
[9]Yayia B M.E-WOM:the effects of online consumer reviews on purchasing decisions[J].International Journal of Internet Marketing and Advertising,2012,7(1):51-64
[10]张丽.在线评论的客户参与动机与评论有效性研究——基于中国大型B2C电子商务网站的实证分析[D].天津:南开大学,2011:49-51
[11]Chen Y,Xie J H.Online consumer review:word-of-mouth as a new element of marketing communication mix[J].Management Science,2008,54(3):477-491
[12]Lin J C,Lu H.Towards an understanding of the behavioural intention to use a web site[J].International Journal of Information Management,2000,20(3):197-208
[13]李君君,孙建军.基于因子分析的电子商务网站质量维度的实证研究[J].科技管理研究,2009(10):264-278
[14]曹瑞昌,吴建明.信息质量及其评价指标体系[J].情报探索,2002(4):6-8
[15]苏强,梁冰.信息质量及其评价指标[J].计算机系统应用,2000(7):63-65
[16]程华.个体差异与消费者接受网上购物——基于杭州样本的实证研究[D].杭州:浙江大学,2005:56
[17]Taylor S,Todd P.Assessing IT usage:the role of prior experience[J].MIS quarterly,1995,19(4):561-570
[18]Colon A M,Fleming M R A.“You just type in what you are looking for”:undergraduates’use of library resources vs.Wikipedia[J].The Journal of Academic Librarianship,2012,38(6):391-399
[19]Petty R E,Cacioppo J T,Goldman R.Personal involvement as a determinant of argument-based persuasion[J].Journal of Personality and Social Psychology,1981,41(5):847-855
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