作　　者： (聂伟）; (田娟娟）;

机构地区： 北京有色金属研究总院,北京100088

出　　处： 《西安科技大学学报（社会科学版）》 2017年第1期70-74,86,共6页

摘　　要： 以消费者感知有用性为中介变量，探讨在线评论因素对消费者购买意愿的影响，并根据“精细加工可能性模型”，引入认知需求作为调节变量，研究认知需求对感知有用性的影响。研究表明，在线评论质量、效价、消费者信任倾向、评论者专业性通过正向影响感知有用性对消费者购买意愿产生影响，消费者认知需求对评论质量、评论效价与评论者专业性与感知有用性之间的关系起调节作用，而对在线评论数量与感知有用性之间的关系无调节作用。 The paper researches the perceived usefulness as an intermediary variable to explore the on- line review impact on customers＇ purchasing intention. Then according to ＂fine machining possibility model＂, the paper introduce cognitive demand as a moderator to research the effect of cognitive demand on perceived usefulness. The research shows that online reviews quality, potency, consumer trust and commenter expertise have a positive impact on consumers＇ purchasing intention through perceived usefulness. Consumer cognitive demand plays a regulatory role in the relationship between review quality, commentary potency and commenter＇ s professionalism and perceived usefulness, while there is no adjustment for the relationship between the number of online reviews and perceived usefulness.

关 键 词： 在线评论 感知有用 认知需求 购买意愿