Influence Factors for Consumers to Provide Online Reviews on O2O Platform: An Empirical Study

Abstract

[Purpose/significance] With the development of O2O e-commerce model, online review, as a part of its successful operation, becomes increasingly important. How to motivate consumers to provide high-quality online evaluation has gradually become a key topic affecting the success of O2O model. [Method/process] Based on the theory of social exchange and the public good, this paper constructed a theoretical model of the factors influencing the online evaluation of participation intention of O2O platform. Then, it collected 386 valid questionnaires and verified the relevant assumptions in the structural equation model with AMOS17.0. [Result/conclusion] The results of empirical analysis show that helping others, self-improvement, sense of belonging and moral responsibility have significant positive impact on intention to provide online review in O2O platform. Helping enterprises and economic reward don’t exhibit significant relationship with intention to participate in the online review system of O2O platform. The execution cost has no significant negative impact on the online evaluation willingness of O2O platform. The results of the analysis will help to deepen the understanding of O2O platform consumers’ online review behavior, and provide theoretical reference for enterprises to encourage consumers to participate in online evaluation and improve the service of platform.

Keywords

• social exchange theory