在线教育产品评论与用户使用意愿的关系
The Relationship Between Online Education Product Reviews and Users' Willingness to Use
摘要
[目的/意义] 在线教育评论是影响用户选择和使用在线课程的重要因素，在线教育评论信息的有用性的研究可以辅助用户选择决策，增强用户的使用意愿，推动在线教育产品迭代更新。[方法/过程] 采用问卷调查和实验研究相结合的方法，分析在线评论情感极性（正面评价、负面评价）、产品类型（搜索型在线教育产品、体验型在线教育产品、信任型在线教育产品）对于在线教育评论有用性感知的影响，同时研究在线教育评论信息的有用性、可信性等对选择和使用在线教育评论信息意愿的影响。[结果/结论] 搜索型在线教育产品和信任型在线教育产品的负面评论比正面评论更有用，而搜索型在线教育产品的评论情感极性对评论有用性无统计上的显著差异。当在线教育评论信息固定为正向评论时，在线教育产品类型对感知有用性的调节作用并不十分显著，然而当在线教育评论信息为负向评论时，在线教育产品类型对在线教育评论有用性有显著调节作用。
Abstract
[Purpose/significance] Online education review is an important factor that affects users' choice and use of online courses. Studying the usefulness of online education reviews can help users make decisions, enhance users' willingness to use, and promote the iterative update of online education products. [Method/process] This paper used questionnaire surveys and experimental research methods to analyze the emotional polarity of online reviews (positive evaluation, negative evaluation), product types (search online education products, experience online education products, trust online education products) on the impact of the perception of the usefulness of online educational reviews, and also studied the impact of the usefulness and credibility of online educational review information on the willingness to use online educational review information. [Result/conclusion] The results of the study indicate that the negative reviews of search-oriented education products and trust-based education products are more useful than positive reviews, while the sentiment polarity of search-oriented education products has no statistically significant difference in the usefulness of reviews. When the online education review information is fixed as positive review, the adjustment effect of online education product type on perceived usefulness is not very significant, however, when the online education review information is negative review, the online education product type has a significant regulatory effect on the usefulness of online education review.关键词
在线教育/在线评论/评论意愿/教育产品类别Key words
online education/online review/review intention/educational product category引用本文复制引用
常青,杨武健.在线教育产品评论与用户使用意愿的关系[EB/OL].(2023-04-01)[2026-04-05].https://chinaxiv.org/abs/202304.00081.学科分类
教育/信息传播、知识传播
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