Ask Everyone? Understanding How Social Q&A Feedback Quality Influences Consumers Purchase Intentions

摘要：

　　Social question & answer (Q&A) feedback is a novel form of electronic word-of-mouth that allows customers to ask questions and share opinions with peer customers.Based on the stimulus-organism-response framework, this paper proposes a model to describe how social Q&A feedback quality affects consumers willingness to purchase by influencing their perceived risk, perceived usefulness, and use intention.We focused on the social Q&A feature named Ask Everyone in Taobao and collected 153 valid responses through an online survey.Canonical correlation analysis was used to identify the association between feedback characteristics and feedback quality.Then, PLS-SEM was conducted to test the proposed research model.Results show that feedback quality negatively associated with perceived risk, but had a positive impact on perceived usefulness, use intention, and purchase intention.Findings of this research has both theoretical and practical implications for facilitating social Q&A design in e-commerce platforms.

关键词： social Q&A feedback quality purchase intentions

作者: Jiayi Liang Jiayan Guo Ziqi Liu Jian Tang

作者单位: School of Information, Central University of Finance and Economics, Beijing, 100081, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 589-596

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）