The Effects of Online Recommendation Sources and Product Characteristics on Consumers' Choices
| Autor: | Feng-Yi Wei, 魏鳳怡 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 Online recommendation plays an important role on Internet. In the real world, consumers often hesitate to make purchase choice because of scarcity of product information. However, on Internet, easy access to large amounts of product information is both a blessing and a curse. The blessing is that customers can acquire more product information to reduce their search costs when making purchase decisions; while, the curse is that customers have to process vast amounts of information that frequently makes them unable to process and also becomes their burdens. As a result, they like to turn to peripheral shortcuts to help them navigate the mass of information and evaluate all the alternatives on offer. For example, the most prevalent one is online recommendation. Thus, the recommendation information will influence consumers’ product or brand judgments. This study is a 3 (recommendation sources) ×2 (product types) online experimental design, and a virtual e-mall is designed. A total of 192 National Taiwan University students volunteered to give their e-mails, and were asked to perform online shopping tasks on a specific website. This study examines how recommendation ranking affects consumers’ online choices and evaluation. Besides, this study also investigates how product characteristics moderate the impact of recommendation sources on consumers’ product choice, evaluations and perceived diagnosticity when the two variables are functioning. The results show that recommendation ranking affects consumers’ brand choice and evaluations. Brands on the top-ranking place would generate more favorable attitudes to customers. Besides, the results show that product type moderates the effect of recommendation sources on online customers’ choice, brand evaluation, and perceived diagnosticity. For search goods, the most influential recommendation source is experts’ suggestions. However, for experience goods, the most influential one is consumers’ votes of consumer foundation reports. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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