在线课程评论对消费者付费决策的影响研究——基于信任的中介作用

Influence of Online Course Review on Consumers’ Payment Decision-Making—Based on the Mediating Role of Trust

摘要: 后疫情时代的到来，在线课程市场规模激增，越来越多的消费者选择在线课程。在线评论作为在线课程重要的文本内容，对消费者决策有重要影响。本文基于信任的中介作用，探讨在线课程评论、课程价格对在线课程销量的影响，研究结论：评论极差、评论时效性、评论数量对消费者决策有正向影响，课程价格对消费者决策有负向影响，中介变量认知信任、情感信任对消费者决策有倒“U型”影响。实践中，企业要注意保持评论评分的多样化以及真实性，丰富评论展示页面功能进而降低用户认知成本，也要注意合理制定课程价格，提升消费者的信任感，发挥好在线评论的积极作用。

Abstract: With the advent of the post-epidemic era, the market scale of online courses has surged, and more and more consumers choose online courses. Comments, as an important text content of online courses, have an important influence on consumers’ decision-making. Based on the mediating role of trust, this paper discusses the influence of online course comments and course prices on online course sales. The research conclusions are as follows: poor comments, timeliness of comments and number of comments have positive influence on consumers’ decision-making, course prices have negative influence on consumers’ decision-making, and intermediary variables cognitive trust and emotional trust have inverted U-shaped influence on consumers’ decision-making. In practice, enterprises should pay attention to maintaining the diversity and authenticity of comment scores, enriching the functions of comment display pages, thus reducing users’ cognitive cost, and also pay attention to reasonably setting course prices, enhancing consumers’ trust, and playing an active role in online comments.