中文摘要：

移动技术与互联网技术的融合催生移动互联网的发展，在这一新技术环境下，消费者发表评论的意愿同时受到社会一心理和技术因素的影响。根据社会交换理论和技术接受模型建立一个整合的概念模型，采用问卷调查和结构方程模型进行实证研究发现，与社会一心理有关的经济回报、乐于助人对评论的意愿具有正向显著影响，执行成本具有负向影响关系；与技术有关的感知有用性对评论意愿具有正向显著影响，感知易用性的影响不显著。最后为在移动互联网环境下增加消费者评论意愿提出对策和建议。

英文摘要：

The integration of mobile technology and lnternet contributes to the development of mobile Intemet. In the mobile Interact con- text, the intention of reviews is affected by social-psychological factors and technical factors. This study employs social exchange theory and technology acceptance model to develop a unified theoretical model. Structural equation modeling is used to test the conceptual mode]. Em- pirical data are collected from the questionnaire. The results indicate that the factors, economic rewards and enjoyment, can help other con- sumers have positive effect on intention while executive cost negatively affects on intention from the perspective of social-psychology; the fac- tor of perceived usefulness has positive effect on intention from the perspective of technology ; the factor of perceived ease of use has no signif- icant effect. Practical implications are offered for shopping sites to enhance the intention of product reviews.