Research On User Participation Willingness Of Online Comments From The Perspective Of Self-attribution

With the rapid development of e-commerce,user-generated content plays an important role in online shopping.Consumers usually read existing online reviews to indirectly obtain more product information,because online products have the characteristics of virtual,technical and non-contact,so as to reduce the risk of their own shopping decisions.However,while consumers enjoy the convenience of information provided by others,they rarely participate in the publication of online reviews.Online reviews are of great significance to the development of e-commerce platform,the marketing formulation of e-commerce sellers and the purchase decision of consumers.Therefore,it is of great practical significance to study the motivation of users to post online reviews and take some motivating measures to improve their comment enthusiasm.In previous studies,scholars mostly focused on the impact of online reviews' characteristics on consumers' purchasing decisions,but to some extent neglected the effect of users' own characteristics and attributes on online reviews' willingness.In view of this,this paper will base on the perspective of self-attribution theory,the theory of social exchange and social influence theory,to analyses the influence mechanism of online comment participation willingness from the aspects of internal factors and external environment of users.Based on the perspective of self-attribution,this paper firstly discusses the current research status and existing problems of online participation users' willingness to participate through literature research and theory exploration,and clarifies the meaning and purpose of online users' willingness to participate.Secondly,through in-depth review of relevant theories and research results of online comment users' willingness to participate,relevant hypotheses are put forward.Through literature review and reference to mature scales,this paper proposed seven variables,which are self-efficacy,perceived difficulty,cognitive level,economic return,social return,comment motivation and online comment users' participation intention.And constructed a theoretical model of the mechanism of user participation willingness to comment online.Then,using the method of questionnaire survey to collect data,using SPSS 20.0 for data analysis,using AMOS 21.0 to analyze the hypothesis and path significance of the proposed research hypothesis and the theoretical model,and discuss the analysis results.Finally,according to the results of empirical analysis,reasonable and feasible suggestions are put forward from the three levels of users,businesses and business platforms.All the seven hypotheses proposed in this study have been verified,and the cognitive level has a negative influence on the motivation of the review(H6).The main conclusions are as follows:(1)Consumer self-efficacy and perceived difficulty have a positive impact on user's cognitive level;(2)social and economic returns in the external environment have a positive impact on user's comment motivation;(3)cognitive level has a negative impact on the comment motivation,but has a positive impact on user's participation intention;(4)comment motivation has a positive impact on user's participation intention.