The Effects of Product Reviews Content on Online Reviews Credibility
| Autor: | WEN FEY ONG, 王紋菲 |
|---|---|
| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Product reviews are important information source, where consumers rely heavily in making purchase decision. While prior studies have investigated various benefits of product reviews, there are few studies into whether they are identified as credible by consumers. Product reviews credibility is conceptualized as a second-order formative construct, which is formed by perceived content accuracy, believability, bias, and trustworthiness of the product reviews. An experimental research model was conducted to investigate product reviews credibility as well as its related antecedents from product reviews content viewpoint (e.g. product photos and message valence). Findings from the study are twofold. First, data analysis results support the theoretical conceptualization of product reviews credibility as formative construct. Second, the results indicated that product reviews content, namely product photos and message valence significantly affect product reviews credibility. Customers perceive product reviews with more product photos have higher reviews credibility, they also perceive product reviews set that has negative message as more credible than set with all-positive reviews. The result did not indicate interaction effect between product photos and message valence on reviews credibility. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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