An Empirical Examination of the Influence of Information and Source Characteristics on Consumers' Adoption of Online Reviews

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Sai Vijay Tata, S. Prashar, C. Parsad, Mukesh Kumar
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引用次数: 12

Abstract

The growth of online commerce has given consumers a number of convenient options to shop from. This has led to the proliferation of e-commerce players that offer variety of products and services with customer-centric terms and conditions. However, absence of avenues to test the product(s) before buying, shoppers perceive inherent risk associated with online buying, especially related to products’ quality and features, terms and conditions of sales, etc. To overcome this pre-purchase dissonance and compensate for the lack of previous experience, they look for reliable information and guidance. Hence, to make decisions, e-buyers rely on the reviews provided by other shoppers. Therefore, it becomes imperative for e-retailers to determine antecedent factors that influence the adoption of online reviews. Using heuristicsystematic model, this study has identified the relative significance of information credibility, argument quality, quantity sufficiency and source credibility in influencing the adoption of reviews available online. It was observed that the two categories of influencers impact the reviews’ adoption albeit through the two mediators - perceived usefulness and perceived value of reviews. Theoretical and practical implications have also been highlighted.
信息和信息源特征对消费者接受在线评论影响的实证研究
电子商务的发展为消费者提供了许多方便的购物选择。这导致了电子商务玩家的激增,他们提供各种以客户为中心的产品和服务。然而,由于缺乏在购买前测试产品的途径,购物者认为在线购买存在固有风险,特别是与产品的质量和功能、销售条款和条件等相关的风险。为了克服这种购买前的不协调,弥补之前经验的缺乏,他们会寻找可靠的信息和指导。因此,为了做出决定,电子买家依赖于其他购物者提供的评论。因此,电子零售商必须确定影响在线评论采用的前因因素。利用启发式系统模型,本研究确定了信息可信度、论点质量、数量充分性和来源可信度对在线评论采用的影响的相对重要性。我们观察到,两类影响者通过评论的感知有用性和感知价值这两个中介来影响评论的采用。理论和实践意义也得到了强调。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.10
自引率
33.30%
发文量
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