是什么导致电子商务平台上的在线评论有用?考察高、低价格的调节作用

Journal of Science and Technology Issue on Information and Communications Technology Pub Date : 2023-06-30 DOI:10.31130/ud-jst.2023.532e

Chu My Giang, Dinh Thi Le Tram, Phan Thi Phu Quyen, N. Thao

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引用次数: 0

摘要

本研究运用信号理论，揭示了电子商务背景下在线评论信息质量和评论信息可信度对在线评论有用性的影响机制。对岘港的用户进行调查，这些用户在Shopee上看过在线评论。通过PLS-SEM软件对244份有效问卷进行评价。研究发现，与之前的评论者的信息可信度相比，在线评论的信息质量强烈影响在线评论的有用性。此外，价格商品对在线信息可信度与在线评论有用性之间的关系有调节作用;这种关系将在高价产品中发挥重要作用。本研究通过阐明评论/评论者信息对评论有用性的影响机制和产品价格的调节作用，为在线评论研究做出了理论贡献。

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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What leads to online review helpfulness on e-commerce platform? Examining the moderating effect of high and low prices

Using signaling theory, this study unpacked the mechanisms through which online review information quality and reviewer information credibility influence online review helpfulness, in e-commerce context. Conducting a survey with users in Danang having read online reviews on Shopee.vn, 244 valid responses were used to evaluate the research model via PLS-SEM software. The study found that the information quality of online reviews strongly influences the helpfulness of online reviews compared to the information credibility of previous reviewers. Additionally, priced goods have a moderating effect on the relationship between online information credibility and online reviews helpfulness; and that relationship will be significant in high-priced products. This study makes a theoretical contribution to online reviews by elucidating the mechanisms of impact of review/reviewer information on reviews helpfulness and the moderating effect of product prices.

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Journal of Science and Technology Issue on Information and Communications Technology

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