【摘要】 受限于精细加工可能性模型(Elaboration Likelihood Model, ELM),学者考察在线评论有用性问题时重视中心路径和边缘路径而忽视了用户对评论内容的可信性评价。综述认知偏见、从众心理和社区规范的理论与实证研究,提出图片差评、评论一致性和个人信息披露3个可信性评价指标,对ELM进行扩展,并采集1 545条含图片信息的在线评论数据,通过编码分析和回归分析实证检验扩展模型。ELM加入可信性维度后,回归方程的解释力显著增加。具体看,图片差评无调节作用;评论一致性对点评者经验与在线评论有用性关系有显著调节作用;个人信息披露对图片信息丰富度、点评者经验与在线评论有用性关系均有显著调节作用。本研究讨论了可信性指标在互联网平台性网站和用户进行信息筛选方面的应用,为筛选可信性评论提供了策略支持。更多还原

【Abstract】 Limited by the Elaboration Likelihood Model(ELM), scholars focus on the central path and marginal path but ignore the user’s credibility evaluation of the content of the review when examining the usefulness of online reviews.This paper reviews the theoretical and empirical research of cognitive bias, herd mentality and community norms, and proposes three credibility evaluation indicators for negative-image review, review consistency and personal information disclosure to extend the ELM, and collects 1 545 online review data with picture information. Coding analysis and regression analysis were carried out for extension model testing.The research found that the explanatory power of the regression equation increased significantly after the addition of the credibility dimension to the ELM model. Specifically, the negative-image review has no significant adjustment effect, the reviewer experience and the online review usefulness relationship; the review consistency has a significant adjustment effect on the reviewer experience and online review usefulness relationship; personal information disclosure on the picture Information richness, reviewer experience and usefulness of online reviews have significant adjustments. This study discusses the application of credibility indicators in information filtering of Internet platform websites and users, which provides strategic support for filtering credibility reviews.更多还原