| With the rapid development of e-commerce and mobile Internet technology,mobile devices continuous innovation,mobile shopping platform shows a tendency of rapid development,it is superior to the traditional way of shopping and PC terminal network shopping,the features,for example,quickness,conveniences and effectiveness of becomes all this are the core elements of development.However,mobile shopping as a new way of online shopping,it also cannot avoid shortcomings and deficiencies of the network shopping market environment.In the network shopping environment,there have no details of the Interpretation from sales staff which the offline entity shop could offer,consumer cannot direct touch the product at short range,as a result,consumers is more and more dependent on the network information when they purchase products,among them,online reviews has become the main source of information.Online reviews as a kind of Electronic Word-of-Mouth,can help consumers know more detailed information of a product,but the ordinary online reviews have gradually present its limitations,such as false information,information redundancy and so on,this has caused the lack of consumer trust and reading difficulties,and the advantages of online reviews is gradually diminishing.under the circumstances,most of large network shopping platforms have launched online reviews new model-that is,"Q&A" online reviews.this new type of online reviews can effectively solve the limitations including the false irrelevant information and information redundancy problem,but there have no experts and scholars focus on this new online review and doing in-depth research and analysis.Based on the Taobao client mobile version "Q&A" online reviews,the question-and-answer online comment information quality as the main research variables,the platform trust as a modiator variable to study the effect of online reviews information quality on the platform's intention to use.In this study,information quality of”Q&A”online review is divided into four dimensions,that is information source quality,information content quality,information expression quality and information accessibility quality,from the four aspects to build the relationship model of information quality of "Q&A" online review,platform trust and consumer intention to use.The observation data obtained through questionnaire survey,and with a certain standard of filtering and sorting data,conducted the reliability,validity,structure model test and the mediation effect test.The empirical analysis results show that the quality of information sources,including publishers reliability and business reputation has a significant positive effect on consumer trust;relevancy,additional value,a appropriate amount of information content quality,background description,had a significant positive effect on platform trust;interactivity,ease of use have a significant positive effect for the platform trust of the consumers,and platform trust have a significant effect on intention to use,platform trust as an mediator variable of information quality effects on intention to use,the mediation is significant.The theoretical contribution of this study is to through mining information quality dimensions deeply to explore the influence factors of information quality for the intention to use,and creatively set the platform trust as an mediator variable to study the effect of mediation,enrich the information quality of the existing studies model and system,for management and optimization of online reviews,there also have important guiding significance.At the same time,this study for each member in the current network shopping markets,including the optimization of the network shopping platform,merchants optimization and consumer behavior has important practical significance. |
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