家是最好的：审查来源和跨境网上购物

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-11-01 DOI:10.1016/j.elerap.2024.101457

Chao Fang , Shuzhong Ma

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引用次数: 0

摘要

过去二十年来，电子口碑（eWOM）引起了相当大的研究兴趣。本文以国际商务为背景，重新审视了电子口碑的影响。通过使用从跨境电子商务平台阿里速卖通（AliExpress）上获取的评论数据，我们发现在线评论的影响与评论者的身份有关。来自本国的评论对消费者的影响最大，其次是来自邻国的评论，而来自陌生人的评论则对消费者没有影响。这证实了在评论信息消费中存在着本国偏见。此外，来自不确定性规避程度和信任程度较高的国家的消费者的偏见更为严重。我们的研究是首次对数字化国际商业中的电子口碑进行研究。通过发现和报告消费者如何对不同身份的评论做出反应，我们为数字平台提高在线评论的有效性提供了可操作的启示。

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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Home is best: Review source and cross-border online shopping

Electronic word of mouth (eWOM) has attracted considerable research interest in the past two decades. This paper revisits the impact of eWOM in the context of international business. Using review data scraped from AliExpress, a cross-border e-commerce platform, we show that the impact of online reviews is related to the identity of reviewers. Consumers are most affected by reviews from their home country, followed by reviews from neighboring countries, while they are not affected by reviews from strangers. This confirms the existence of home bias in the consumption of review information. In addition, the bias is more profound among consumers from countries with higher levels of uncertainty avoidance and trust. Our study is among the first to investigate eWOM in digitized international business. By discovering and reporting how consumers react to reviews with different identities, we offer actionable implications for digital platforms to improve the effectiveness of online reviews.

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.