基于IAM-I模型的在线阅读社区评论有用性研究

余俊橙; 李梓奇

doi:10.13266/j.issn.2095-5472.2022.002

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知识管理论坛 ›› 2022, Vol. 7 ›› Issue (1) : 12-23. DOI: 10.13266/j.issn.2095-5472.2022.002

学术探索

基于IAM-I模型的在线阅读社区评论有用性研究

余俊橙 ,
李梓奇

作者信息 +

Research on the Usefulness of Online Reading Community Reviews Based on IAM-I Model

Yu Juncheng ,
Li Ziqi

Author information +

文章历史 +

摘要

[目的/意义] 在线评论是阅读社区用户知识交流的重要载体，为帮助阅读社区更好地完善评论系统和提高书评有用性，探索在线互动在图书评论有用性中的中介作用，有助于进一步挖掘在线评论的价值。[方法/过程] 以IAM模型为基础，构建IAM-I在线阅读社区评论有用性影响因素模型，采用OLS回归和Bootstrap中介检验，探讨评论信息特征和评论者特征对评论有用性的作用机制以及在线互动的中介效应。[结果/结论] 研究发现，评论信息特征和评论者特征能够影响在线互动，在线互动在文本长度特征和评论有用性的作用关系中发挥完全中介作用，在评论者特征与评论有用性的作用关系中发挥部分中介作用，即在线阅读社区可以通过鼓励在线互动来提高评论有用性。

Abstract

[Purpose/Significance] Online review is an important carrier of knowledge exchange for users in reading community. In order to help the reading community improve the review system and raise the usefulness of book reviews, exploring the intermediary role of online interaction in the usefulness of book reviews will help to further tap the value of online review. [Method/Process] Based on IAM model, this paper constructed IAM-I online reading community review usefulness influencing factor model, and used OLS regression and Bootstrap mediation test to explore the effect mechanism of comment information characteristics and reviewer characteristics on review usefulness and the mediating effect of online interaction. [Result /conclusion] The results show that the characteristics of comment information and commentators can affect online interaction, online interaction plays a full mediating role in the relationship between the characteristic of text length and comment usefulness, and a partial mediating role in the relationship between the characteristics of commentators and comment usefulness. That is to say, online reading community can improve the usefulness of comments by encouraging online interaction.

导出引用

余俊橙 , 李梓奇. 基于IAM-I模型的在线阅读社区评论有用性研究[J]. 知识管理论坛. 2022, 7(1): 12-23 https://doi.org/10.13266/j.issn.2095-5472.2022.002

Yu Juncheng , Li Ziqi. Research on the Usefulness of Online Reading Community Reviews Based on IAM-I Model[J]. Knowledge Management Forum. 2022, 7(1): 12-23 https://doi.org/10.13266/j.issn.2095-5472.2022.002

中图分类号： G203

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