Influence of online Q & A comment features on perceived usefulness

doi:10.14088/j.cnki.issn0439-8114.2020.15.035

Abstract

Abstract: Based on the elaboration likelihood model and the real online Q & A comments of “ask everyone” in Taobao, the influence of the quality, emotional tendency, consistency, total amount and feedback quantity of Q & A comments on perceived usefulness was studed by using questionnaire survey and hierarchical regression analysis by SPSS 24.0. The results showed that central pathway and marginal pathway factors had significant positive effects on perceived usefulness, and the former had a greater impact. It was suggested that users perceived usefulness could be improved by setting up online Q & A comment templates, refining overall indicators and guiding consumers comments.

Key words: online Q & A comments;, elaboration likelihood model, perceived usefulness

CLC Number:

C811

ZHAO Ya-nan. Influence of online Q & A comment features on perceived usefulness[J]. HUBEI AGRICULTURAL SCIENCES, 2020, 59(15): 177-181.

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