摘要
基于知识特征视角,构建图书在线评论影响因素指标体系,利用Tobit模型分析知识特征对图书在线评论媒介有用性感知的影响。研究结果表明:知识特征对以赞同数和问答数作为因变量的在线评论有用性的作用效果存在差异。知识黏性对在线评论有用性有显著负向关系。知识宽度对在线评论有用性具有显著正向影响。知识密度对以问答数为因变量的在线评论有用性有显著的正向影响,而对以赞同数为因变量的在线评论有用性无显著影响。
Based on the perspective of knowledge characteristics,this paper constructs a system of influencing factors of online reviews.The approval number and number of Q&A of online reviews are used as evaluation indicators for the helpfulness of online reviews.Using Tobit Model to analyze the influence of knowledge characteristics on the helpfulness of online reviews.The results show that:There is a significant negative relationship between knowledge stickiness and the helpfulness of online reviews.Knowledge breadth has a significant positive effect on the helpfulness of online reviews.Knowledge density has a positive and significant effect on the number of Q&A of online reviews,but it has no significant effect on the approval number of online reviews.
作者
王俭
Wang Jian(School of Economics and Management,Zhengzhou University of Light Industry,Zhengzhou,450001)
出处
《出版科学》
CSSCI
北大核心
2022年第3期59-65,共7页
Publishing Journal
基金
黑龙江省教学科学“十三五”规划2020年度重点课题“混合教学环境下学习绩效评价研究”(GJB132304)研究成果之一。
关键词
在线评论
有用性
知识特征
TOBIT
模型
Online review
Helpfulness
Knowledge characteristics
Tobit model
