图书情报工作 ›› 2020, Vol. 64 ›› Issue (19): 99-108.DOI: 10.13266/j.issn.0252-3116.2020.19.011

• 情报研究 • 上一篇    下一篇

在线教育产品评论与用户使用意愿的关系

常青, 杨武健   

  1. 浙江农林大学图书馆, 杭州, 311300
  • 收稿日期:2020-05-26 修回日期:2020-06-13 出版日期:2020-10-05 发布日期:2020-10-05
  • 通讯作者: 杨武健(ORCID:0000-0001-7663-0912),副研究馆员,通讯作者,E-mail:yangwujian@zafu.edu.cn
  • 作者简介:常青(ORCID:0000-0001-5131-3515),副研究馆员。
  • 基金资助:
    本文系浙江省教育科学规划课题"在线教育满意度影响因素及其提升策略研究——基于评论有用性的视角"(项目编号:2019SCG294)和教育部人文社会科学研究青年基金项目"农村电子商务集群对新型城镇化发展的影响研究——基于淘宝镇的分析"(项目编号:18YJC790060)研究成果之一。

The Relationship Between Online Education Product Reviews and Users' Willingness to Use

Chang Qing, Yang Wujian   

  1. Zhejiang A & F University Library, Hangzhou 311300
  • Received:2020-05-26 Revised:2020-06-13 Online:2020-10-05 Published:2020-10-05

摘要: [目的/意义] 在线教育评论是影响用户选择和使用在线课程的重要因素,在线教育评论信息的有用性的研究可以辅助用户选择决策,增强用户的使用意愿,推动在线教育产品迭代更新。[方法/过程] 采用问卷调查和实验研究相结合的方法,分析在线评论情感极性(正面评价、负面评价)、产品类型(搜索型在线教育产品、体验型在线教育产品、信任型在线教育产品)对于在线教育评论有用性感知的影响,同时研究在线教育评论信息的有用性、可信性等对选择和使用在线教育评论信息意愿的影响。[结果/结论] 搜索型在线教育产品和信任型在线教育产品的负面评论比正面评论更有用,而搜索型在线教育产品的评论情感极性对评论有用性无统计上的显著差异。当在线教育评论信息固定为正向评论时,在线教育产品类型对感知有用性的调节作用并不十分显著,然而当在线教育评论信息为负向评论时,在线教育产品类型对在线教育评论有用性有显著调节作用。

关键词: 在线教育, 在线评论, 评论意愿, 教育产品类别

Abstract: [Purpose/significance] Online education review is an important factor that affects users' choice and use of online courses. Studying the usefulness of online education reviews can help users make decisions, enhance users' willingness to use, and promote the iterative update of online education products. [Method/process] This paper used questionnaire surveys and experimental research methods to analyze the emotional polarity of online reviews (positive evaluation, negative evaluation), product types (search online education products, experience online education products, trust online education products) on the impact of the perception of the usefulness of online educational reviews, and also studied the impact of the usefulness and credibility of online educational review information on the willingness to use online educational review information. [Result/conclusion] The results of the study indicate that the negative reviews of search-oriented education products and trust-based education products are more useful than positive reviews, while the sentiment polarity of search-oriented education products has no statistically significant difference in the usefulness of reviews. When the online education review information is fixed as positive review, the adjustment effect of online education product type on perceived usefulness is not very significant, however, when the online education review information is negative review, the online education product type has a significant regulatory effect on the usefulness of online education review.

Key words: online education, online review, review intention, educational product category

中图分类号: