Study On Factors Influencing The Willingness To Use Review Information On Third-Party Review Websites

With the advent of the Web2.0 era,the long-standing traditional top-down communication mode has been transformed into a bottom-up Internet system dominated by the collective wisdom and power of users.In such a big environment,more and more consumers like to publish their own consumer experience online,all kinds of review sites came into being,dianping.com(catering,shopping,entertainment and other review sites),Douban(books)The third-party review websites represented by the film and television review website,etc.are endless,for the public to comment on the consumption experience of goods and services from a third-party perspective.Most of the traditional consumer information has to face-to-face communication with consumers.The consumer reviews of the review website are mostly in the form of words and pictures.Consumers do not need to face-to-face to exchange consumer experiences.The reference information is favored by many people.With the emergence of more and more reviews of the website,the review website has become an important channel for consumers to obtain product information,and the information has become an important reference for more and more people.In this context,this paper proposes a study on the influencing factors of third-party reviews of website use information.Based on the persuasion theory of information dissemination and the framework of information adoption model,this paper combines the key elements of information quality,source credibility and perceived usefulness in the model of information adoption,and adds external variables of comment quantity and comment tendency,taking perceived usefulness and perceived credibility as intermediary variables,using ELM model for reference.Professional degree and involvement degree are used as adjusting variables to construct the research model.This paper collects the research data through questionnaire survey,and uses SPSS22.0 software to analyze 329 valid questionnaires.Through the analysis of the data,the following conclusions can be drawn:(1)website reliability,comment quantity,comment quality and comment tendency have significant positive effects on perceived usefulness and perceived credibility of users;perceived credibility has significant positive effects on perceived usefulness;perceived usefulness and perceived credibility have significant positive effects on use intention;(2)perceived usefulness Perceived credibility plays a mediating role among website reliability,number of reviews,quality of reviews,tendency of reviews and willingness to use;(3)Receiver's professional level has a moderating effect between relevant factors of comment information and perceived usefulness and perceived credibility.Product involvement has a moderating effect between relevant factors of comment information and perceived usefulness,but has no moderating effect between relevant factors of comment information and reliability.Finally,this paper summarizes the conclusions of the study,and puts forward some reasonable suggestions for the third-party comment website and merchants in combination with the relevant conclusions,in order to improve the construction of the third-party comment website and provide better service for users.