CAJ | 학술논문

社会化媒体区别于传统媒体的重要特点为用户自创内容（UGC，User—GeneratedContent），这一特点也为研究在线电子商务的信息传播行为注入了新的活力。本研究基于“使用与满足理论”，探究社会化媒体中用户产品评价的影响因素。本文选择“在线电子商务网站“这一形式的社会化媒体，将产品评分作为用户产品评价的量度，并对产品评论进行文本挖掘。研究发现，用户对产品的评价取决于用户对产品的使用经验、产品对用户需求的满足、vJ,a．在线社交影响（即其他用户的影响）。产品已售时间的长短、用户发表评论时间（如上午、下午等）以及用户所在地区也对用户评价有着显著影响。本研究还发现，上述影响因素的作用在不同产品类型中表现不同，即对于“搜索型产品”而言，其他用户的评论对用户产品评价无影响；而对于“体验型产品”而言，社交因素则显著影响用户产品评价。
사회화매체구별우전통매체적중요특점위용호자창내용（UGC，User—GeneratedContent），저일특점야위연구재선전자상무적신식전파행위주입료신적활력。본연구기우“사용여만족이론”，탐구사회화매체중용호산품평개적영향인소。본문선택“재선전자상무망참“저일형식적사회화매체，장산품평분작위용호산품평개적량도，병대산품평론진행문본알굴。연구발현，용호대산품적평개취결우용호대산품적사용경험、산품대용호수구적만족、vJ,a．재선사교영향（즉기타용호적영향）。산품이수시간적장단、용호발표평론시간（여상오、하오등）이급용호소재지구야대용호평개유착현저영향。본연구환발현，상술영향인소적작용재불동산품류형중표현불동，즉대우“수색형산품”이언，기타용호적평론대용호산품평개무영향；이대우“체험형산품”이언，사교인소칙현저영향용호산품평개。
User-Generated Content （UGC） is an important characteristic of social media, which advances the development of study of online information processing. Based on Uses and Gratifications Theory, this study investigates the factors that influence customers＇ evaluation of products on social media. We extracted data from an online e-commerce platform （i.e., JD.com）. This study found that user＇s evaluation of product is determined by their using experiences of the product, user satisfaction and online social influence （i.e., other users＇ comments on the product）. In addition, the time period between comment and launch date of the product, the comment time （i.e., morning, afternoon, and evening）, and user＇ geographical location also contribute to their evaluation of the product. Moreover, the relationship between these factors and the users＇ evaluation is conditional to the product type. The relationship between the factors of the users＇ evaluation is significant for the search goods while insignificant for the experience goods.