在线产品评论影响:评论可信度和评论相关性的相对效应

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2020-04-02 DOI:10.1080/15332861.2019.1700740

A. Mumuni, Kelley O'Reilly, Amy MacMillan, Sc Cowley, Brett M. Kelley

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引用次数: 18

摘要

摘要本研究对在线产品评论(OPR)相关性的驱动因素进行了概念化、操作化和识别，并研究了与评论可信度相比，其对OPR影响的相对影响。与以往的研究相比，本研究首次将审稿人可信度概念化为审稿人专业知识和可信度的不同结构，包括认知情感维度(感知)和行为维度(行动可能性)。结果表明，综述相关性对解释OPR影响有显著贡献，综述相关性和综述可信度(OPR影响的驱动因素)比单独的综述可信度更适合实证数据。事实上，审查相关性几乎与审查可信度一样，是OPR影响的强大驱动因素。然而，审稿人可信度与其两个假设的驱动因素-审稿人可信度和审稿人专业知识-之间的关系是混合的。正如预期的那样，可信度与可信赖性之间存在显著的正相关关系，而可信度与专业知识之间存在显著的负相关关系。

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Online Product Review Impact: The Relative Effects of Review Credibility and Review Relevance

Abstract This study conceptualizes, operationalizes, and identifies the drivers of online product review (OPR) relevance and examines its relative effect on OPR impact compared to review credibility. In contrast to previous studies, this study is the first to conceptualize review credibility as a distinct construct from reviewer expertise and trustworthiness comprising a cognitive-affective dimension (perceptions) and a behavioral dimension (likelihood to act). Results show that review relevance contributes significantly to explaining OPR impact and that review relevance and review credibility (drivers of OPR impact) provide a significantly better fit to the empirical data than review credibility alone. In fact, review relevance is almost an equally strong driver of OPR impact as review credibility. However, the relationships between review credibility and its two hypothesized drivers—reviewer trustworthiness and reviewer expertise—are mixed. While a significant positive relationship is found between credibility and trustworthiness, as expected, a significant negative relationship is found between credibility and expertise.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.