O2O平台中消费者在线评价参与意愿影响因素研究
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摘要
[目的 /意义]随着O2O电子商务模式的发展,在线评价作为其成功运转的一环,日渐显露出重要性,如何激励消费者提供高质量在线评价也成为影响O2O模式成功与否的关键论题。[方法 /过程]基于社会交换理论和公共产品理论,构建O2O平台在线评价参与意愿影响因素理论模型。通过问卷调查采集386份有效问卷,采用AMOS17.0软件验证结构方程模型中的相关假设。[结果 /结论 ]帮助他人、自我提升、归属感和道德责任都能对消费者参与O2O平台在线评价的意愿产生显著正面影响;帮助线下商家和经济回馈对O2O平台在线评价参与意愿的正面影响不显著;执行成本对O2O平台在线评价参与意愿没有显著负面影响。研究结果有助于深化理解O2O平台消费者的在线评价行为,为企业激励消费者参与在线评价、改善网站服务质量提供理论参考。
[Purpose/significance] With the development of O2 O e-commerce model, online review, as a part of its successful operation, becomes increasingly important. How to motivate consumers to provide highquality online evaluation has gradually become a key topic affecting the success of O2 O model. [Method/process] Based on the theory of social exchange and the public good, this paper constructed a theoretical model of the factors influencing the online evaluation of participation intention of O2 O platform. Then, it collected 386 valid questionnaires and verified the relevant assumptions in the structural equation model with AMOS17.0. [Result/conclusion] The results of empirical analysis show that helping others, selfimprovement, sense of belonging and moral responsibility have significant positive impact on intention to provide online review in O2 O platform. Helping enterprises and economic reward don't exhibit significant relationship with intention to participate in the online review system of O2 O platform. The execution cost has no significant negative impact on the online evaluation willingness of O2 O platform. The results of the analysis will help to deepen the understanding of O2 O platform consumers' online review behavior, and provide theoretical reference for enterprises to encourage consumers to participate in online evaluation and improve the service of platform.
[Purpose/significance] With the development of O2 O e-commerce model, online review, as a part of its successful operation, becomes increasingly important. How to motivate consumers to provide highquality online evaluation has gradually become a key topic affecting the success of O2 O model. [Method/process] Based on the theory of social exchange and the public good, this paper constructed a theoretical model of the factors influencing the online evaluation of participation intention of O2 O platform. Then, it collected 386 valid questionnaires and verified the relevant assumptions in the structural equation model with AMOS17.0. [Result/conclusion] The results of empirical analysis show that helping others, selfimprovement, sense of belonging and moral responsibility have significant positive impact on intention to provide online review in O2 O platform. Helping enterprises and economic reward don't exhibit significant relationship with intention to participate in the online review system of O2 O platform. The execution cost has no significant negative impact on the online evaluation willingness of O2 O platform. The results of the analysis will help to deepen the understanding of O2 O platform consumers' online review behavior, and provide theoretical reference for enterprises to encourage consumers to participate in online evaluation and improve the service of platform.
引文
[1]卢益清,李忱.O2O商业模式及发展前景研究[J].企业经济,2013(11):98-101.
[2]艾瑞咨询:2017年中国本地生活O2O行业研究报告[EB/OL].[2018-12-20].http://www.iresearch.com.cn/Detail/report?id=3024&isfree=0
[3]HE Z,CHENG T C E,DONG J,et al.Evolutionary location and pricing strategies for service merchants in competitive O2O markets[J].European journal of operational research,2016,254(2):595-609.
[4]CNNIC.2015中国网络购物市场研究报告[EB/OL].[2018-12-20].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/dzswbg/201606/P020160721526975632273.pdf.
[5]PHANG C W,TAN C H,SUTANTO J,et al.Leveraging O2O commerce for product promotion:an empirical investigation in mainland China[J].IEEE transactions on engineering management,2014,61(4):623-632.
[6]陈佑成,郭东强.基于多案例分析的中国O2O商业模式研究[J].宏观经济研究,2015(4):14-22.
[7]DUAN W,GU B,WHINSTON A B.Do online reviews matter?-an empirical investigation of panel data[J].Decision support systems,2008,45(4):1007-1016.
[8]TONG Y,WANG X,TEO H H.Understanding the intention of information contribution to online feedback systems from social exchange and motivation crowding perspectives[C]//Proceedings of the 40th annual Hawaii international conference on system sciences.Piscataway:IEEE,2007:28.
[9]PICAZO-VELA S,CHOU S Y,MELCHER A J,et al.Why provide an online review?an extended theory of planned behavior and the role of Big-Five personality traits[J].Computers in human behavior,2010,26(4):685-696.
[10]ZHAO L,LU Y,WANG B,et al.Cultivating the sense of belonging and motivating user participation in virtual communities:a social capital perspective[J].International journal of information management,2012,32(6):574-588.
[11]何伟,石永东,俞路平.团购点评行为意愿影响因素的实证分析[J].中国管理科学,2014,22(S1):8-14.
[12]尹敬刚,李晶,魏登柏.移动互联网环境下发表评论意愿的影响因素研究--一个整合模型的视角[J].图书情报工作,2012,56(2):135-141.
[13]崔金红,汪凌韵.在线反馈系统中消费者网络口碑传播动机的实证研究[J].现代图书情报技术,2012(10):55-60.
[14]RAMPELL A.Why Online2Offline commerce is a trillion dollar opportunity[EB/OL].[2018-12-20].https://techcrunch.com/2010/08/07/why-online2offlinecommerce-is-a-trillion-dollar-opportunity/.
[15]彭惠,吴利.O2O电子商务:动力、模式与前景分析[J].华南理工大学学报(社会科学版),2014(6):10-17.
[16]夏清华,陈冬冬.线上线下商业模式如何创造价值--基于四个案例的比较分析[J].经济与管理,2017,31(1):72-77.
[17]孔栋,左美云,孙凯.O2O模式分类体系构建的多案例研究[J].管理学报,2015,12(11):1588-1597.
[18]郭顺利,张向先,李中梅.面向用户信息需求的移动O2O在线评论有用性排序模型研究--以美团为例[J].图书情报工作,2015,59(23):85-93.
[19]李欣颖,徐恺英,崔伟.移动商务环境下O2O用户信息行为影响因素研究[J].图书情报工作,2015,59(7):23-30.
[20]李中梅,张向先,郭顺利.移动商务环境下O2O用户在线评论有用性影响因素研究[J].情报学,2017,35(2):130-137.
[21]COOK K S,WHITMEYER J M.Two approaches to social structure:exchange theory and network analysis[J].Annual review of sociology,1992,18(1):109-127.
[22]MOLM L D.Coercive power in social exchange[J].Contemporary sociology,1997,27(5):489.
[23]WU S,LIN C S,LIN T C.Exploring knowledge sharing in virtual teams:a social exchange theory perspective[C]//Proceedings of the 39th Hawaii international conference on system sciences.Piscataway:IEEE,2006:26.
[24]SHIAU W L,LUO M M.Factors affecting online group buying intention and satisfaction:a social exchange theory perspective[J].Computers in human behavior,2012,28(6):2431-2444.
[25]常亚平,陆志愿,朱东红.在线社会支持对顾客公民行为的影响研究--基于品牌社区的实证分析[J].管理学报,2015,12(10):1536-1543.
[26]FRENZEN J,NAKAMOTO K.Structure,cooperation,and the flow of market information[J].Journal of consumer research,1993,20(3):360-375.
[27]SOHN D.Interactive media and social exchange of market information[J].Dissertation abstracts international,2005,66(7):2427.
[28]áNGEL CABRERA.Knowledge-sharing dilemmas[J].Organization studies,2002,23(5):687-710.
[29]WA S K O M L,FA R A J S.W h y s h o u l d I s h a r e?examining social capital and knowledge contribution in electronic networks of practice[J].MIS quarterly,2005,29(1):35-57.
[30]ANDREONI J.Giving with impure altruism:applications to charity and Ricardian equivalence[J].Journal of political economy,1989,97(6):1447-1458.
[31]CHEUNG C M K,LEE M K O.What drives consumers to spread electronic word of mouth in online consumeropinion platforms[J].Decision support systems,2012,53(1):218-225.
[32]索伯,李建会.心理学的自我主义与利他主义[J].国外社会科学,1998(6):30-35.
[33]BATSON C D.Why act for the public good?four answers[J].Personality&social psychology bulletin,1994,20(5):603-610.
[34]HENNIG-THURAU T,GWINNER K P,WALSH G,et al.Electronic word‐of‐mouth via consumer‐opinion platforms:what motivates consumers to articulate themselves on the Internet?[J].Journal of interactive marketing,2004,18(1):38-52.
[35]HAGEL J.Net gain:expanding markets through virtual communities[J].Journal of interactive marketing,1999,13(1):55-65.
[36]ENGEL J F,BLACKWELL R D,MINIARD P W.Consumer behavior[J].Journal of marketing,1978,38(2):1121-1139.
[37]SUNDARAM D,KAUSHIK M,WEBSTER C.Word of mouth communications:a motivational analysis[J].Advances in consumer research,1998,25(1):527-531.
[38]O R L I K O W S K I W J.G-L e a r n i n g f r o m n o t e s:organizational issues in groupware implementation[J].Computerization&controversy,1996,9(3):173-189.
[39]WOJNICKI A C,GODES D B.Signaling success:word of mouth as self-enhancement[J].Customer needs&solutions,2017,4(1):1-15.
[40]DICHTER.How word-of-mouth advertising works[J].Harvard business review,1966,44(6):147-166.
[41]TAJFEL H.The social identity theory of intergroup behavior[J].Psychology of intergroup relations,1986,13(3):7-24.
[42]DHOLAKIA U M,BAGOZZI R P,PEARO L K.A social influence model of consumer participation in network-and small-group-based virtual communities[J].International journal of research in marketing,2004,21(3):241-263.
[43]MCMILLAN D W,CHAVIS D M.Sense of community:a definition and theory[J].Journal of community psychology,1986,14(1):6-23.
[44]CHIU C M,HSU M H,WANG E T G.Understanding knowledge sharing in virtual communities:an integration of social capital and social cognitive theories[J].Decision support systems,2006,42(3):1872-1888.
[45]LAKHANI K R,von HIPPEL E.How open source software works:“free”user-to-user assistance[J].Research policy,2003,32(6):923-943.
[46]BAMBERG S,M?SER G.Twenty years after Hines,Hungerford,and Tomera:a new meta-analysis of psychosocial determinants of pro-environmental behavior[J].Journal of environmental psychology,2007,27(1):14-25.
[47]ALLEN N J,MEYER J P.Affective,continuance,and normative commitment to the organization:an examination of construct validity[J].Journal of vocational behavior,1996,49(3):252-276.
[48]KANKANHALLI A,TAN B C Y,WEI K K.Contributing knowledge to electronic knowledge repositories:an empirical investigation[J].MIS quarterly,2005,29(1):113-143.
[2]艾瑞咨询:2017年中国本地生活O2O行业研究报告[EB/OL].[2018-12-20].http://www.iresearch.com.cn/Detail/report?id=3024&isfree=0
[3]HE Z,CHENG T C E,DONG J,et al.Evolutionary location and pricing strategies for service merchants in competitive O2O markets[J].European journal of operational research,2016,254(2):595-609.
[4]CNNIC.2015中国网络购物市场研究报告[EB/OL].[2018-12-20].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/dzswbg/201606/P020160721526975632273.pdf.
[5]PHANG C W,TAN C H,SUTANTO J,et al.Leveraging O2O commerce for product promotion:an empirical investigation in mainland China[J].IEEE transactions on engineering management,2014,61(4):623-632.
[6]陈佑成,郭东强.基于多案例分析的中国O2O商业模式研究[J].宏观经济研究,2015(4):14-22.
[7]DUAN W,GU B,WHINSTON A B.Do online reviews matter?-an empirical investigation of panel data[J].Decision support systems,2008,45(4):1007-1016.
[8]TONG Y,WANG X,TEO H H.Understanding the intention of information contribution to online feedback systems from social exchange and motivation crowding perspectives[C]//Proceedings of the 40th annual Hawaii international conference on system sciences.Piscataway:IEEE,2007:28.
[9]PICAZO-VELA S,CHOU S Y,MELCHER A J,et al.Why provide an online review?an extended theory of planned behavior and the role of Big-Five personality traits[J].Computers in human behavior,2010,26(4):685-696.
[10]ZHAO L,LU Y,WANG B,et al.Cultivating the sense of belonging and motivating user participation in virtual communities:a social capital perspective[J].International journal of information management,2012,32(6):574-588.
[11]何伟,石永东,俞路平.团购点评行为意愿影响因素的实证分析[J].中国管理科学,2014,22(S1):8-14.
[12]尹敬刚,李晶,魏登柏.移动互联网环境下发表评论意愿的影响因素研究--一个整合模型的视角[J].图书情报工作,2012,56(2):135-141.
[13]崔金红,汪凌韵.在线反馈系统中消费者网络口碑传播动机的实证研究[J].现代图书情报技术,2012(10):55-60.
[14]RAMPELL A.Why Online2Offline commerce is a trillion dollar opportunity[EB/OL].[2018-12-20].https://techcrunch.com/2010/08/07/why-online2offlinecommerce-is-a-trillion-dollar-opportunity/.
[15]彭惠,吴利.O2O电子商务:动力、模式与前景分析[J].华南理工大学学报(社会科学版),2014(6):10-17.
[16]夏清华,陈冬冬.线上线下商业模式如何创造价值--基于四个案例的比较分析[J].经济与管理,2017,31(1):72-77.
[17]孔栋,左美云,孙凯.O2O模式分类体系构建的多案例研究[J].管理学报,2015,12(11):1588-1597.
[18]郭顺利,张向先,李中梅.面向用户信息需求的移动O2O在线评论有用性排序模型研究--以美团为例[J].图书情报工作,2015,59(23):85-93.
[19]李欣颖,徐恺英,崔伟.移动商务环境下O2O用户信息行为影响因素研究[J].图书情报工作,2015,59(7):23-30.
[20]李中梅,张向先,郭顺利.移动商务环境下O2O用户在线评论有用性影响因素研究[J].情报学,2017,35(2):130-137.
[21]COOK K S,WHITMEYER J M.Two approaches to social structure:exchange theory and network analysis[J].Annual review of sociology,1992,18(1):109-127.
[22]MOLM L D.Coercive power in social exchange[J].Contemporary sociology,1997,27(5):489.
[23]WU S,LIN C S,LIN T C.Exploring knowledge sharing in virtual teams:a social exchange theory perspective[C]//Proceedings of the 39th Hawaii international conference on system sciences.Piscataway:IEEE,2006:26.
[24]SHIAU W L,LUO M M.Factors affecting online group buying intention and satisfaction:a social exchange theory perspective[J].Computers in human behavior,2012,28(6):2431-2444.
[25]常亚平,陆志愿,朱东红.在线社会支持对顾客公民行为的影响研究--基于品牌社区的实证分析[J].管理学报,2015,12(10):1536-1543.
[26]FRENZEN J,NAKAMOTO K.Structure,cooperation,and the flow of market information[J].Journal of consumer research,1993,20(3):360-375.
[27]SOHN D.Interactive media and social exchange of market information[J].Dissertation abstracts international,2005,66(7):2427.
[28]áNGEL CABRERA.Knowledge-sharing dilemmas[J].Organization studies,2002,23(5):687-710.
[29]WA S K O M L,FA R A J S.W h y s h o u l d I s h a r e?examining social capital and knowledge contribution in electronic networks of practice[J].MIS quarterly,2005,29(1):35-57.
[30]ANDREONI J.Giving with impure altruism:applications to charity and Ricardian equivalence[J].Journal of political economy,1989,97(6):1447-1458.
[31]CHEUNG C M K,LEE M K O.What drives consumers to spread electronic word of mouth in online consumeropinion platforms[J].Decision support systems,2012,53(1):218-225.
[32]索伯,李建会.心理学的自我主义与利他主义[J].国外社会科学,1998(6):30-35.
[33]BATSON C D.Why act for the public good?four answers[J].Personality&social psychology bulletin,1994,20(5):603-610.
[34]HENNIG-THURAU T,GWINNER K P,WALSH G,et al.Electronic word‐of‐mouth via consumer‐opinion platforms:what motivates consumers to articulate themselves on the Internet?[J].Journal of interactive marketing,2004,18(1):38-52.
[35]HAGEL J.Net gain:expanding markets through virtual communities[J].Journal of interactive marketing,1999,13(1):55-65.
[36]ENGEL J F,BLACKWELL R D,MINIARD P W.Consumer behavior[J].Journal of marketing,1978,38(2):1121-1139.
[37]SUNDARAM D,KAUSHIK M,WEBSTER C.Word of mouth communications:a motivational analysis[J].Advances in consumer research,1998,25(1):527-531.
[38]O R L I K O W S K I W J.G-L e a r n i n g f r o m n o t e s:organizational issues in groupware implementation[J].Computerization&controversy,1996,9(3):173-189.
[39]WOJNICKI A C,GODES D B.Signaling success:word of mouth as self-enhancement[J].Customer needs&solutions,2017,4(1):1-15.
[40]DICHTER.How word-of-mouth advertising works[J].Harvard business review,1966,44(6):147-166.
[41]TAJFEL H.The social identity theory of intergroup behavior[J].Psychology of intergroup relations,1986,13(3):7-24.
[42]DHOLAKIA U M,BAGOZZI R P,PEARO L K.A social influence model of consumer participation in network-and small-group-based virtual communities[J].International journal of research in marketing,2004,21(3):241-263.
[43]MCMILLAN D W,CHAVIS D M.Sense of community:a definition and theory[J].Journal of community psychology,1986,14(1):6-23.
[44]CHIU C M,HSU M H,WANG E T G.Understanding knowledge sharing in virtual communities:an integration of social capital and social cognitive theories[J].Decision support systems,2006,42(3):1872-1888.
[45]LAKHANI K R,von HIPPEL E.How open source software works:“free”user-to-user assistance[J].Research policy,2003,32(6):923-943.
[46]BAMBERG S,M?SER G.Twenty years after Hines,Hungerford,and Tomera:a new meta-analysis of psychosocial determinants of pro-environmental behavior[J].Journal of environmental psychology,2007,27(1):14-25.
[47]ALLEN N J,MEYER J P.Affective,continuance,and normative commitment to the organization:an examination of construct validity[J].Journal of vocational behavior,1996,49(3):252-276.
[48]KANKANHALLI A,TAN B C Y,WEI K K.Contributing knowledge to electronic knowledge repositories:an empirical investigation[J].MIS quarterly,2005,29(1):113-143.