社会化媒体区别于传统媒体的重要特点为用户自创内容（UGC，User-Generated Content），这一特点也为研究在线电子商务的信息传播行为注入了新的活力。本研究基于“使用与满足理论”，探究社会化媒体中用户产品评价的影响因素。本文选择“在线电子商务网站“这一形式的社会化媒体，将产品评分作为用户产品评价的量度，并对产品评论进行文本挖掘。研究发现，用户对产品的评价取决于用户对产品的使用经验、产品对用户需求的满足、以及在线社交影响（即其他用户的影响）。产品已售时间的长短、用户发表评论时间（如上午、下午等）以及用户所在地区也对用户评价有着显著影响。本研究还发现，上述影响因素的作用在不同产品类型中表现不同，即对于“搜索型产品”而言，其他用户的评论对用户产品评价无影响；而对于“体验型产品”而言，社交因素则显著影响用户产品评价。

User-Generated Content (UGC) is an important characteristic of social media, which advances the development of study of online information processing. Based on Uses and Gratifications Theory, this study investigates the factors that influence customers’ evaluation of products on social media. We extracted data from an online e-commerce platform (i.e., JD.com). This study found that user’s evaluation of product is determined by their using experiences of the product, user satisfaction and online social influence (i.e., other users’ comments on the product). In addition, the time period between comment and launch date of the product, the comment time (i.e., morning, afternoon, and evening), and user’ geographical location also contribute to their evaluation of the product. Moreover, the relationship between these factors and the users’ evaluation is conditional to the product type. The relationship between the factors of the users’ evaluation is significant for the search goods while insignificant for the experience goods.