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| Autor: | Tsung-yu Kao, 高宗郁 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 The e-commerce industry has flourished in recent years, and many companies have begun competing in this industry, making online shopping a battleground for a variety of manufacturers. There are many uncertain factors resulting from challenges and development existing in online shopping, mainly because the environment of shopping online brings up uncertainties and shopping risks for the consumers. Therefore, online retailers must adopt different strategies to win the consumers’ trust. This study, based on the content of e-commerce websites, uses the research model by Pee (2016) and Cui, Lui, & Guo (2012) to explore how the “volume of reviews” and “valance of reviews” of online consumers influence consumer's "perceived usefulness of online reviews" and the subsequent "purchase intentions." The study also introduces the ideas of "product information" and "product promotion" from the marketing theory of 4P's commonly seen in the e-commerce website, serving as the moderating variables of this study, and verifying whether and how the two ideas reduce the influence of "perceived usefulness of online reviews" on the "purchase intentions". This study uses how the online consumers present their comments as the main body in the research, and guides the research subjects into differently designed scenarios through the grouped experiment design to evaluate the influence of different presentation forms on perceived usefulness of online reviews, and verify whether consumers’ intention of purchasing laptops and moderating effects truly exist. In this study, a total of 590 samples were collected from the Facebook community platform using a random questionnaire. The results of the data analysis show that the consumers had greater perceived usefulness of online reviews targeted at highly rated products than the products with high sales, and the perceived usefulness of online reviews positively influenced the purchase intentions of products. However, out of the two moderating factors, only product promotion featured moderating effects. Finally, the study proposes some suggestions in the hope to help those in the Taiwan's e-commerce industry to better understand consumers and propose better web content structures to assist the online sales of products. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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