Usefulness of online comments on different categories of forest products under circulation

YANG Wujian; TANG Lihua; WU Yaiyu

doi:10.11833/j.issn.2095-0756.2015.06.020

Volume 32 Issue 6

Nov. 2015

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YANG Wujian, TANG Lihua, WU Yaiyu. Usefulness of online comments on different categories of forest products under circulation[J]. Journal of Zhejiang A&F University, 2015, 32(6): 958-965. doi: 10.11833/j.issn.2095-0756.2015.06.020

Citation:

YANG Wujian, TANG Lihua, WU Yaiyu. Usefulness of online comments on different categories of forest products under circulation[J]. Journal of Zhejiang A&F University, 2015, 32(6): 958-965. doi: 10.11833/j.issn.2095-0756.2015.06.020

Usefulness of online comments on different categories of forest products under circulation

doi: 10.11833/j.issn.2095-0756.2015.06.020

1.
Library, Zhejiang A & F University, Lin’an 311300, Zhejiang, China;
2.
Hangzhou Institute of Calibration and Testing for Quality and Technical Supervision, Hangzhou 310019, Zhejiang, China

Funds:

浙江省高校重大人文社科攻关计划项目（2013QN087）

Received Date: 2015-02-05
Rev Recd Date: 2015-03-23
Publish Date: 2015-12-20

Abstract

Online comments are a determinant of consumers willingness to buy forest products and therefore an important reason for the online circulation of forest products. Consumers get lost in the mass online comments. Through experiments, this research examined the interrelationships among sentiment polarity of online comments （positive and negative ones）, product categories （searched products, experienced products and credence products）, and perceived usefulness of online products comments. The results indicated that the negative comments played a more influential role than positive comments with regard to searched products and credence products; the sentiment polarity of comments on searched products had no significant differences in the perceived usefulness. When the comments were constantly positive, the categories of products didnt have a significant moderating effect on the perceived usefulness of comments; when the comments were constantly negative, products categories had an moderating effect on the usefulness of comments. ［Ch, 7 tab. 14 ref.］
- forest circulation,
- product category,
- network platform,
- sentiment polarity of comment,
- perceived usefulness

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通讯作者: 陈斌, bchen63@163.com

1.
沈阳化工大学材料科学与工程学院沈阳 110142

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Usefulness of online comments on different categories of forest products under circulation

1. Library, Zhejiang A & F University, Lin’an 311300, Zhejiang, China;

2. Hangzhou Institute of Calibration and Testing for Quality and Technical Supervision, Hangzhou 310019, Zhejiang, China

Funds:

浙江省高校重大人文社科攻关计划项目（2013QN087）

Received Date: 2015-02-05

Rev Recd Date: 2015-03-23

Publish Date: 2015-12-20

Key words:

Abstract: Online comments are a determinant of consumers willingness to buy forest products and therefore an important reason for the online circulation of forest products. Consumers get lost in the mass online comments. Through experiments, this research examined the interrelationships among sentiment polarity of online comments （positive and negative ones）, product categories （searched products, experienced products and credence products）, and perceived usefulness of online products comments. The results indicated that the negative comments played a more influential role than positive comments with regard to searched products and credence products; the sentiment polarity of comments on searched products had no significant differences in the perceived usefulness. When the comments were constantly positive, the categories of products didnt have a significant moderating effect on the perceived usefulness of comments; when the comments were constantly negative, products categories had an moderating effect on the usefulness of comments. ［Ch, 7 tab. 14 ref.］

Usefulness of online comments on different categories of forest products under circulation

doi: 10.11833/j.issn.2095-0756.2015.06.020

Abstract

References

Proportional views

通讯作者: 陈斌, bchen63@163.com

Related

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