中文摘要：

用户创造的在线产品评论是消费者购买决策时重要的参考信息来源,也是企业吸引和维持消费者忠诚的必不可少的营销工具,以往的学者主要关注产品评论的市场效应,如消费者对产品的态度与选择,销售额以及新产品扩散等内容,却缺乏对在线产品评论感知有用性的影响因素及作用机理方面的研究。本文从评论的内容特征、评论者特征以及产品类型三个因素构建了评论感知有用性的理论模型,并搜集在线零售商网站中产品评论的文本数据,利用Tobit模型进行回归分析,实证结果表明信息质量和社区地位对感知有用性有正向影响,高低涉入度的产品类型在其中起到调节作用。

英文摘要：

User-generated product review is an important information reference source during consumers purchasing decisions, and is also an essential marketing tool for companies to attract consumers and maintain loyalty. However, previous studies mainly focus on the impact of product reviews on consumers＇ product attitude, product selection and sales, and ignore what factors can cause cognition and evaluation of product reviews usefulness. This paper builds a model containing three factors： content characteristics, reviewer character- istics and product type. From an online retailer website, more than 1000 product reviews data are downloaded and analyzed using Tobit regression. The empirical results show that information quality and community status are positive to perceived usefulness, and product type is a moderator.