CAJ | 학술논문

基于ELM构建了消费者处理在线评论的双重路径模型,探讨了在线评论的属性对新技术产品消费者采用意愿的影响机理.实证结果显示：对于新技术产品,在线评论对消费者的影响只通过中枢路径发挥作用.评论的内容质量、客观事实型的评论形式和正向评论显著影响消费者感知产品有用进而形成产品态度,最终产生采用意愿.而外围路径并未对消费者发挥作用.
기우ELM구건료소비자처리재선평론적쌍중로경모형,탐토료재선평론적속성대신기술산품소비자채용의원적영향궤리.실증결과현시：대우신기술산품,재선평론대소비자적영향지통과중추로경발휘작용.평론적내용질량、객관사실형적평론형식화정향평론현저영향소비자감지산품유용진이형성산품태도,최종산생채용의원.이외위로경병미대소비자발휘작용.
This paper constructs dual path model about consumer processing online reviews based on ELM view, it explores influence mechanism of online reviews＇ attributes on consumers＂ willingness to adopt the new technological products. The empirical results show that for the new technological products, the influence of online reviews on consumers plays a role only through central path. Content quality, review form of objective fact and positive reviews have a significant influence on con- sumer perceiving usefulness of product then form attitude, finally produce adoption willingness. But the peripheral path can＇ t play a role on consumer.