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Web 2.0技术的发展使得消费者可以通过在线网络或社区进行内容交流,从而促进了网络消费者互助社群的发展。本文通过从现有网络互助社群中收集数据,采用客观度量的方式,对消费者内容选择的影响因素进行了实证研究。结果表明,生成内容所含信息量越大,内容生成越及时,内容越具体验性,则被消费者选择的可能性越大;内容提供者生成内容的有效性越高,其所生成内容被消费者选择的可能性就越大,但内容提供者的专业级别对消费者的选择行为影响不明显;内容提供者所受的恶意处罚越少,其所生成的内容被消费者选择的可能性越大,但内容提供者是否被吸纳为团队成员,对消费者的选择行为并无明显影响;消费者的目标导向对其内容选择行为产生明显影响。
The development of Web 2.0 technology has enabled consumers to communicate with each other via an online network or community, thereby promoting the development of an online consumer mutual aid community. In this paper, by collecting data from the existing network mutual aid community and using objective measures, we empirically study the influential factors of consumer content selection. The results show that the greater the amount of information contained in the generated content, the more timely the content is generated and the more authentic the content is, the more likely consumers are to choose. The higher the content provider generates the content, the more the content generated by the content provider is The greater the possibility of consumer choice, but the professional level of the content provider has no obvious influence on the consumer’s choice behavior; the less the malicious penalty imposed on the content provider, the possibility that the content generated by the content provider is chosen by the consumer The larger the content provider, the more the content provider is absorbed as a team member, which has no obvious influence on the consumer’s choice behavior. The consumer’s goal orientation has obvious influence on the content selection behavior.