CAJ | 학술논문

网络零售环境中,在线评论对产品销量和消费者购买决策都产生了非常重要的影响。本文在对在线评论的内容和范围做出明确界定的基础上,分析影响消费者采纳在线评论意见的3个方面：有用性、可信度和其他调节因素,得出评论有用性的主要影响因素为：量、长度、星级、语言风格和内容离散度、内容一致性等,评论可信度的主要影响因素为价、论证质量、评论人可信度和评论人的专业度等,调节因素则主要为消费者已有信念、介入度和文化因素。最后,提出值得未来研究深入探讨的在线评论研究主题。
망락령수배경중,재선평론대산품소량화소비자구매결책도산생료비상중요적영향。본문재대재선평론적내용화범위주출명학계정적기출상,분석영향소비자채납재선평론의견적3개방면：유용성、가신도화기타조절인소,득출평론유용성적주요영향인소위：량、장도、성급、어언풍격화내용리산도、내용일치성등,평론가신도적주요영향인소위개、론증질량、평론인가신도화평론인적전업도등,조절인소칙주요위소비자이유신념、개입도화문화인소。최후,제출치득미래연구심입탐토적재선평론연구주제。
Online reviews had a very significant impact on preduct s＇,des and consumer purchase decision making in oldine retail environment. The content and scope of online reviews were clearly defined. And three aspects that have inlluence on the adoption of online comments were analyzed. They were usefulness, credibility and other adjustment tactors. Volume, length, stars, language style and discrete of content, consistency of content of online review were the main factor of its usefulness. Valence, argument quality of online review, credibility and professional of the reviewer were the main factors of credibility. Moderating factors included consumer＇s faith, the degree of involvement and cultural. Finally, topics that worth further research was giveu