Exploring a Mental Scaling Effect on Online Consumer Ratings: Identifications of Shopping Behaviors and Information Processing Rules

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2018-06-01 DOI:10.7903/IJECS.1501

Jung Lee, L. G. Pee

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引用次数: 3

Abstract

This study examines how the same online consumer ratings can be perceived differently by consumers in different purchasing circumstances and demonstrates that the effects of ratings proportionally vary with scale and assessment types. By applying Weber’s law, which explains the shifting perception of individuals on stimuli based on mental scaling mechanism, we hypothesize that the marginal effect of rating (i.e. when there is one product to value) and rating difference (i.e., when there are two products to compare) decrease as rating and rating difference increase. To validate this hypothesis, we conducted an experimental survey on 226 online shopping mall users. The results show the marginally decreasing effect of rating and rating difference on consumer purchase intention, thus supporting the different mental scaling systems in different situations. This study contributes to the literature by providing rationale for consideration of the scale and context of the rating when discussing the rating effect. To cite this document: Jung Lee and L. G. Pee, " EXPLORING A MENTAL SCALING EFFECT ON ONLINE CONSUMER RATINGS: IDENTIFICATION OF SHOPPING BEHAVIORS AND INFORMATION PROCESSING RULES ", International Journal of Electronic Commerce Studies, Vol.9, No.1, pp.1-26, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1501

查看原文本刊更多论文

心理尺度效应对网络消费者评分的影响：购物行为识别和信息处理规则

这项研究考察了在不同的购买环境下，消费者如何对相同的在线消费者评级有不同的看法，并表明评级的影响随着规模和评估类型的不同而成比例变化。通过应用韦伯定律，该定律解释了基于心理尺度机制的个体对刺激的感知变化，我们假设评级（即当有一个产品值得价值时）和评级差异（即当存在两个产品可比较时）的边际效应随着评级和评级差异的增加而减少。为了验证这一假设，我们对226名网上购物中心用户进行了实验调查。结果表明，评级和评级差异对消费者购买意愿的影响是边际递减的，从而支持不同情况下不同的心理量表系统。这项研究为讨论评级效应时考虑评级的规模和背景提供了理论依据，从而为文献做出了贡献。引用本文件：Jung Lee和L.G.Pee，“探索心理尺度对在线消费者评分的影响：购物行为的识别和信息处理规则”，《国际电子商务研究杂志》，2018年第9卷第1期，第1-26页。本文件的永久链接：http://dx.doi.org/10.7903/ijecs.1501

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.