The Study On The Influencing Factors Of The Perceived Usefulness Of Inquiry Learning In E-commerce Environment

With the rapid development of e-commerce,online shopping has become a common consumption mode in people's daily life.There are abundant consumer question answering and inquiry phenomena in online shopping.The "customer Q&A" function in Amazon has been gradually used by consumers.For consumers,online Q&A has become an important factor in their purchase.According to the literature review,this kind of consumer question answering behavior can be defined as "Inquiry Learning".On the basis of this definition,from the perspective of the characteristics of inquiry learning responders and response content,through the review of information entropy,online reviews and product types,this paper establishes relevant hypotheses,and constructs a model to study the impact of consumer inquiry learning on perceived usefulness.Finally,some suggestions are put forward.Based on 15709 data collected from amazon.com,this paper uses stata15 data processing software to test the hypothesis.Using OLS econometric model,and adding time distance,product ID,the number of stars as control variables,we test the hypotheses involved in the study,and draw the following conclusions:1.The three dimensions of reviewer characteristics,namely,the level of responder,the authority of responder and the participation of responder,have a promoting effect on perceived usefulness.2.The three dimensions of response content,namely,response length,response information and response emotional intensity,are positively correlated with the perceived usefulness of the dependent variable.3.The greater the value of the characteristics,the stronger the effect of the content on perceived usefulness;The larger the value of the answer content,the stronger the effect of the respondent's characteristics on perceived usefulness.4.Compared with the experiential goods,the characteristics of the respondents and the content of the answers have a stronger effect on perceived usefulness.5.Perceived usefulness plays a significant mediating role in the effect of respondent characteristics on product sales,and it is a complete mediator;Perceived usefulness only mediates the effect of answer length on product sales in the effect of answer content on product sales.This research has successfully applied the research in the field of inquiry learning and information entropy in pedagogy to the field of e-word-of-mouth,which provides a theoretical basis for subsequent researchers;In practice,it plays a guiding role in the operation of online Q&A system of businesses,and improves the online shopping experience of consumers.