出版科学 ›› 2022, Vol. 30 ›› Issue (3): 59-.

• 出版学 出版工作 • 上一篇    下一篇

知识特征对图书在线评论有用性感知的影响研究

  

  1. 郑州轻工业大学经济与管理学院，郑州，450001
  • 出版日期:2022-05-15 发布日期:2022-05-27
  • 作者简介:王俭，管理学博士，郑州轻工业大学经济与管理学院讲师、硕士生导师。
  • 基金资助:
    本文系黑龙江省教学科学“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。

Research on the Impact of Knowledge Characteristics on the Book’ s Online
Reviews Helpfulness

  1. School of Economics and Management, Zhengzhou University of Light Industry, Zhengzhou,
    450001
  • Online:2022-05-15 Published:2022-05-27

PDF

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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。

关键词:

Abstract:

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.

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