Web review can dispel some concerns of consumers about online shopping . However, the behavior of faking web review occurs frequently. E-commerce companies such as JDcom, Taobao, and NetEase Kaola have opened questions and answers (Q&A) function successively, which makes up for the shortcomings of web review to a large extent through more accurate buyer WOM strategy. As new development of electronic word-of-mouth (eWOM), social word-of-mouth (sWOM) with dynamic effects plays an important role in e-commerce platform. The social word-of-mouth formed by online Q&A has become a new reference for consumers before making decisions. Most of the existing literatures have studied online reviews based on electronic word of mouth.However, few scholars have explored the application of e-commerce questions and answers (Q&A) based on sWOM. The author of this thesis takes JDcom Q&A as example, establishes conceptual model by integrating elaboration theory and technology acceptance model theory. The purpose of this thesis is to explores the influence and influence mechanism of the mobile terminal - JDcom Q&A function on the behavioral intention of users.Firstly,the research model was proposed based on much literature research and case analysis, then the pretest of reliability and validity analysis was held to form the formal scale and questionnaire.Two studies were conducted in our thesis. Study one is a questionnaire suvey, and from it we found that information support, information quality and the professionalism ultimately affect the behavioral intention of users by influencing perceived usefulness and perceived credibility of consumers.Research 2 is based on Research 1, and conducts experimental research through situation simulation.All the hypotheses were verified.The result shows that the social information characteristics of mobile e-commerce Q&A influence the behavioral intention of consumers through the mediating effect of perceived usefulness and perceived credibility of consumers.The basic mode of e-commerce Q&A is that consumers take the initiative to ask questions and the system recommends other consumers who have purchased the product to answer the questions. Combining ELM theory, TAM theory and social influence factors, the author of this thesis proposes the internal mechanism of mobile e-commerce Q&A affecting the behavior intention of consumers: before consumers make purchase decisions, they evaluate the attribute of mobile e-commerce Q&A information, the scenario of Q&A and the process of Q&A to form their perception of sWOM credibility and usefulness which ultimately affects their adoption intention or purchase intention.
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