Research on the Motivation of Online Customers'Reviews Based on SET and TAM

Based on SET and TAM, this paper constructs the influencing factor model of the motivation of consumers' online comments from the perspective of the social psychology and technology.Utilizing Amos 22.0 software, this paper adopts maximum likelihood estimation method to study the effects of perceived usefulness, perceived ease of use, economic rewards, emotional sharing, review cost, perceived pleasure on the motivation of consumers' online comments.The results show that the perceived usefulness, economic rewards, emotional sharing significantly affect the willingness of consumers to comment online while review cost plays a negative role, and perceived pleasure has no significant effect on it.In addition, perceived ease of use has no significant effect on the consumers' online comment intention, but it has significant effect on perceived usefulness.Indepth discussion of the motivation behind consumers' online reviews and solving the objective problem of consumers' low willingness to comment online have great practical significance to the long-term development of the Internet economy.