Research On Online Product Review Behavior Model Based On Knowledge Sharing Behavior

As a critical component of e-commerce,online product review system plays an important role in the whole time.In this system,online product review(OPR)is an important reference both for consumer and c-commerce goods seller.The past researches on OPR often focused on the content of OPR,less on OPR behavior.However,the OPR is created by OPR behavior,there is no OPR without OPR behavior.Therefor the research on motivating OPR behavior is very important.This research based on knowledge sharing theory,combine with consumer behavior theory in e-commerce.Using empirical study to prove there is some kind of knowledge sharing behavior in OPR behavior,then using existing research result to determine the factors which influence OPR behavior,building OPR behavior model,then test it and correct it.The main work of this research as follow.1.Using literature review method,summary the research result of knowledge,knowledge sharing,consumer behavior,consumer behavior in e-commerce,OPR behavior,OPR,and its value and usage.2.Using text mining method,through self-developed program,segment and cluster a large number of OPR,proved there are four kinds of knowledge in OPR.Then proving some the OPR behavior is kind of knowledge sharing behavior through building connection between OPR and knowledge,then analyses the characters of knowledge sharing behavior in OPR behavior,which are informal,between groups,delayed,proactive,partial knowledge sharing behavior.3.Building OPR behavior model based on knowledge sharing behavior through combining with consumer behavior in e-commerce,knowledge sharing theory,TPB,UTAUT,character of OPR behavior,impact factors of knowledge sharing behavior.Then proposed research hypothesis.4.Design variable measurement dimensions and questions for collecting consumers' data,building structure equation model and using collected data tested the model.In addition,explain the problems in the researching progress.According to the research result,there are four kinds of knowledge in OPR that is cognitive of express delivery service quality,cognitive of goods seller service quality,cognitive of goods quality,attitudes and emotion towards to goods.It was also found that subjective norms,cognition of importance of OPR,cognition of OPR and reward has a significant influence on the OPR behavior intention,and there is a significant relationship between explanatory variables.In addition,age plays a moderate effect in the influence of subjective norm to OPR behavior intention.On the one hand,this research helping enrichingresearch results in knowledge sharing and OPR.On the other hand,this research tested part of impact factors of OPR behavior through SEM,provide theory basis to motive OPR behavior...