可靠性
利克特量表
心理学
比例(比率)
构造(python库)
互联网
消费者行为
电子商务
认知
营销
服务(商务)
应用心理学
计算机科学
社会心理学
业务
政治学
万维网
发展心理学
物理
量子力学
神经科学
法学
程序设计语言
出处
期刊:Pacific international journal
[Research Center of Life and Social Science]
日期:2024-01-01
卷期号:6 (4): 30-33
标识
DOI:10.55014/pij.v6i4.459
摘要
In the rapidly evolving landscape of digital commerce, online comments wield substantial influence over consumer decisions. This study delves into the intricate interplay between consumer individual characteristics and the efficacy of online comments, offering a comprehensive investigation of their relationship. Drawing from established theoretical frameworks and considering demographic, behavioral, psychological, and cognitive attributes, we construct a conceptual model that encompasses a spectrum of variables. Utilizing a Likert five-point scale, a survey questionnaire was administered to over 500 participants via an internet-based platform. Subsequent data analysis, including reliability and validity assessments, correlation analyses, and stepwise regression, affirms the influential role of consumer characteristics in shaping the impact of online comments. The findings underscore the significance of behavioral tendencies, psychological dispositions, and cognitive traits in amplifying the efficacy of online comments. This study contributes to a deeper understanding of the dynamics underlying online comment effectiveness, enabling consumers to make informed decisions and aiding internet service providers in devising tailored marketing strategies. As the digital landscape continues to evolve, this research sheds light on the intricate dynamics between consumer attributes and the credibility of online comments in shaping contemporary consumer behavior and e-commerce trends.
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