【目的/意義】已有文獻已經發現,接收者對于在線用戶評論的信息處理方式受到個體涉入度的影響。然而不同類型的涉入度的作用并沒有得到充分研究。【方法/過程】根據對象的不同,研究將社區涉入與產品涉入進行了區分。并且從信息處理動機的角度,研究提出二者的不同調節作用。通過問卷調查的方式和多元回歸的方法,研究對假設進行了檢驗。【結果/結論】用戶評論的推薦程度對信息采納有線性的促進作用,并且產品涉入減弱了這一作用,而社區涉入則加強了這一作用;用戶評論的信息質量對信息采納產生倒U型的影響,并且產品涉入使倒U關系更加明顯,社區涉入則正向調節了信息質量與信息采納間的關系。

【Purpose/significance】Existed literatures have found that the effects of online user reviews are influenced by re-ceivers’ involvement, while the influences of diverse involvement have not been fully explored.【Method/process】Accord-ing to the different objects, this study distinguishes community involvement from product involvement. In addition, from theperspective of motivations to process information, this study proposes their different moderating effects. Through survey in-vestigation and multiple regression, the hypotheses are tested.【Result/conclusion】The linear positive effect that recom-mendation framing has on information adoption is weakened by product involvement, and strengthened by community in-volvement. Moreover, the effect of information quality on information adoption is inverted U-shaped, and is even pro-nounced when product involvement is high. Community involvement positively moderates the relationship between informa-tion quality and information adoption.