A TAM-based model of posting positive and negative reviews on online reputation systems

作者：Wang Hongwei^*; Guo Kaiqiang; Zhao Yue

来源：International Journal of Digital Content Technology and Its Applications, 2012, 6(22): 484-493.

DOI：10.4156/jdcta.vol6.issue22.56

• Perceived ease of use
• Perceived usefulness
• Reputation systems
• Satisfaction
• Technology acceptance model

With the influence of online reviews growing more and more powerful, the factors that influence an individual's intention to post online reviews have been studied intensively. However, to date, very little attention has been paid to online reputation systems, which have been regarded as the most important platforms of providing online reviews. The Technology Acceptance Model is used in this study to analyze the impact of online reputation systems on posting online reviews. Furthermore, based on the positive reviews and negative reviews, this study establishes two models to analyze the effect of antecedents respectively, and empirically examines the two models by using Structural Equation Model. Results show that the factor which influences the intention to post positive reviews most is perceived usefulness of online reputation systems, followed by satisfaction. On the contrary, the factor which influences the intention to post negative reviews most is dissatisfaction, followed by perceived usefulness of online reputation systems. Perceived ease of use of online reputation systems does not directly affect the intention to post online reviews no matter the reviews are positive or negative.

• 出版日期2012
• 单位同济大学