What leads to online review helpfulness on e-commerce platform? Examining the moderating effect of high and low prices
Tóm tắt: 206
| 
PDF: 117 
##plugins.themes.academic_pro.article.main##
Author
Từ khóa:
Review information quality
Reviewer information credibility
Online review helpfulness
low-high price
Tóm tắt
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.
Tài liệu tham khảo
-
[1] VNS, Vietnam's e-commerce forecast to surpass 11.8 billion USD, Ministry of Information and Communications of the Socialist Republic of Vietnam (MIC), 2021, [Online] Available https://english.mic.gov.vn/Pages/TinTuc/149999/Vietnam-s-e-commerce-forecast-to-surpass-11.8-billion-USD.html, [Accessed: Nov. 22, 2022].
[2] Ren and T. Hong, “Examining the relationship between specific negative emotions and the perceived helpfulness of online reviews”. Information Processing & Management, Vol. 56, no. 4, pp. 1425-1438, 2019.
[3] Racherla and W. Friske, “Perceived “usefulness” of online consumer reviews: an exploratory investigation across three services categories”, Electron. Commer. Res. Appl. Vol. 11, no. 6, pp. 548–559, 2012.
[4] Korfiatis, E. García-Bariocanal, and S. Sanchez-Alonso, “Evaluating content quality and helpfulness of online product reviews: the interplay of review helpfulness vs. review content”, Electron. Commer. Res. Appl. Vol. 11, no. 3, pp. 205–217, 2012.
[5] Banerjee and A.Y. Chua, “In search of patterns among travelers’ hotel ratings in TripAdvisor”, Tour. Manag. Vol. 53, pp. 125–131, 2016.
[6] Yin, S. Mitra, and H. Zhang, “When do consumers value positive vs. negative reviews? An empirical investigation of confirmation bias in online word of mouth”, Inf. Syst. Res. Vol. 27, no. 1, pp. 131–144, 2016.
[7] A. Jamil and S. A. F. Hasnu, “Consumer's reliance on word of mouse: Influence on consumer's decision in an online information asymmetry context”, Journal of Business & Economics, Vol. 5, no. 2, pp. 171–205, 2013.
[8] Tran and T. Can. "Factors affecting the credibility of online reviews on TIKI: An assessment study in Vietnam”, International Journal of Data and Network Science, Vol. 4, no. 2, pp. 115-126, 2020.
[9] Forman, A. Ghose, and B. Wiesenfeld, “Examining the relationship between reviews and sales: the role of reviewer identity disclosure in electronic markets”, Inf. Syst. Res. Vol. 19, no. 3, pp. 291–313, 2008.
[10] Fang, J. Zhang, Y. Bao, and Q. Zhu, “Towards effective online review systems in the Chinese context: a cross-cultural empirical study”, Electron. Commer. Res. Appl. Vol. 12, no. 3, pp. 208–220, 2013.
[11] Meiseberg, “The effectiveness of e-tailers’ communication practices in stimulating sales of niche versus popular products”, J. Retailing, Vol. 92, no. 3, pp. 319–332, 2016.
[12] Iprice Insights, “The Map of E-commerce in Vietnam”, Iprice Insights, 2022, [Online] Available https://iprice.vn/insights/
mapofecommerce/en/, [Accessed: Nov. 09, 2022].
[13] J. Reibstein, “What attracts customers to online stores, and what keeps them coming back?”, Journal of the Academy of Marketing Science, Vol. 30, no. 4, pp. 465-473, 2002.
[14] Bruce, E. Haruvy, and R. Rao, “Seller rating, price, and default in online auctions”, Journal of Interactive marketing, Vol. 18, no. 4, pp. 37-50, 2004.
[15] L. Smith and D. A. Hantula, “Pricing effects on foraging in a simulatedInternet shopping mall”, Journal of Economic Psychology, vol. 24, no. 5, pp. 653–674, 2003.
[16] Spence, “Signaling in retrospect and the informational structure of markets”, American Economic Review, Vol. 92, no. 3, pp. 434-459, 2002.
[17] Lu and Z. Chen, “Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective”. Inf. Manag., vol. 58, no. 7, pp. 103509, 2021.
[18] Li, Y. Zhuang, B. Lu, and G. Chen, “A multi-stage hidden Markov model of customer repurchase motivation in online shopping”, Decis. Support Syst., vol. 120, pp. 72–80, 2019.
[19] Bhattacherjee and C. Sanford, “Influence processes for information technology acceptance: An elaboration likelihood model”, MIS Quarterly, Vol. 30, no. 4, pp. 805–825, 2006.
[20] N. Wathen and J. Burkell, “Believe it or not: Factors influencing credibility on the web”, Journal of the American Society for Information Science and Technology, Vol. 53, no. 2, pp. 134–144, 2002.
[21] M. Mudambi and D. Schuff, “What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com”, MIS Quarterly, Vol. 34, no. 1, pp. 185-200, 2010.
[22] Chen, S. Dhanasobhon, and M.D. Smith, “All Reviews Are Not Created Equal: The Disaggregate Impact of Reviews and Reviewers at Amazon.com”, Working paper. H. John Heinz III School of Public Policy and Management, Carnegie Mellon University, 2008.
[23] P. Eslami, M. Ghasemaghaei, and K. Hassanein, “Which online reviews do consumers find most helpful? A multi-method investigation”, Decision Support Systems, Vol. 113, pp. 32–42, 2018.
[24] Filieri, “What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM”, Journal of Business Research, Vol. 68, no. 6, pp. 1261–1270, 2015.
[25] H. Huang, K. Chen, D. C. Yen, and T. P. Tran, “A study of factors that contribute to online review helpfulness”, Comput Hum Behav, Vol. 48, pp. 17–27, 2015.
[26] W. Olshavsky, “Perceived quality in consumer decision making: an integrated theoretical perspective”, in Jacoby, J. and Olson, J.C. (eds.), Perceived Quality: How Consumers View Stores and Merchandise. Lexington, MA: Lexington Books, 1985, pp. 3–29.
[27] Erkan and C. Evans. “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption”, Computers in human behavior, Vol. 61, no. 2, pp. 47-55, 2016.
[28] -J. Lee and S. Y. Shin, “When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo”, Computers in Human Behavior, Vol. 31 , no. 1, pp. 356–36, 2014.
[29] -H. Park, J. Lee, and I. Han, “The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement”, International Journal of Electronic Commerce, Vol. 11, no. 4, pp. 125–148, 2007.
[30] A. Wicklund, “Information Quality: Program Guide”, U.S: Global Privacy, 2010.
[31] C. Gilly, J. L. Graham, M. F. Wolfinbarger, and L. J. Yale, “A dyadic study of interpersonal information search”, Journal of the Academy of Marketing Science, Vol. 26, no. 2, pp. 83-100, 1998.
[32] Petty, J. Cacioppo, and R. Goldman, “Personal Involvement as a Determinant of ArgumentBased Persuasion”, Journal of Personality and Social Psychology Vol. 41, no. 5, pp. 847–55, 1981.
[33] Park and V. Lessig, “Familiarity on Consumer Decision Biases and Heuristics”, Journal of Consumer Research Vol. 8, pp. 223-230, 1981.
[34] L. Nabi and A. Hendriks, “The persuasive effect of host and audience reaction shots in television talk shows”. Journal of Communication, Vol. 53, no. 3, pp. 527e543, 2003. http://doi.org/10.1093/joc/53.3.527.
[35] Prendergast, D. Ko, and S. Y. V. Yuen, “Online word of mouth and consumer purchase intentions”, International Journal of Advertising, Vol. 29, no. 5, pp. 687e708, 2010. http:// doi.org/10.2501/S0265048710201427.
[36] Erkan and C. Evans, “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption”, Computers in human behavior, Vol. 61, pp. 47-55, 2016.
[37] K. Cheung and D. R. Thadani, “The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis”, The 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and SocietyProceedings, 2010, pp. 329–345.
[38] J. Reibstein, “What attracts customers to online stores, and what keeps them coming back?”, Journal of the Academy of Marketing Science, vol. 30, no. 4, pp. 465-473, 2002.
[39] Askalidis and E. C. Malthouse. "The value of online customer reviews”, Proceedings of the 10th ACM Conference on Recommender Systems. 2016.
[40] Busimessinsider, “Here’s the psychology behind why we like expensive things”, Busimessinsider 2018, [Online] Available https://www.businessinsider.com/sc/why-we-like-expensive-things-2018-12, [Accessed: Jan. 22, 2022].
[41] G. Schiffman and L. L. Kanuk, Consumer behavior. In L.G. Schiffman and L.L. Kanuk (eds.), Consumer Behavior. Upper Saddle River, NJ: Prentice Hall, 2007, pp. 524–561.
[42] Baek, J. Ahn, and Y. Choi, “Helpfulness of online consumer reviews: Readers' objectives and review cues”, International Journal of Electronic Commerce, vol. 17, no. 2, pp. 99-126, 2012.
[43] Hair, W. C. Black, B. Babin, R. Anderson, and R. Tatham, Pearson New International Edition. In Multivariate Data Analysis (7th Edition). Essex: Pearson Education Limited Harlow, 2014.
[44] -H. Park, J. Lee, and I. Han, “The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement”, International Journal of Electronic Commerce, vol. 11, no. 4, pp. 125e148, 2007.
[45] Erkan and C. Evans, “Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions”, Journal of Marketing Communications, vol. 24, no. 6, pp. 617-632, 2018.
[46] E. Smith and C. A. Vogt, “The effects of integrating advertising and negative word-of-mouth communications on message processing and response”, Journal of Consumer Psychology, vol. 4, no. 2, pp. 133-151, 1995.
[47] F. Wu, “In Search of Negativity Bias: an empirical study of perceived helpfulness of online reviews: negativity bias and online reviews”, Psychology and Marketing, vol. 30, no. 11, pp. 971-984, 2013. https://doi.org/10.1002/mar.20660.
[48] Hair, M. Sarstedt, L. Hopkins, and V. Kuppelwieser, “Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research”, European business review, vol. 26, no. 2, pp. 106-121, 2014.
[49] R. Schmalensee, "A model of advertising and product quality”, Journal of political economy, vol. 86, no. 3, pp. 485-503, 1978.
Xem thêm
##plugins.themes.academic_pro.article.sidebar##
Đã Xuất bản
Jun 30, 2023
Download
Cách trích dẫn
Giang, C. M., D. T. L. Tram, P. T. P. Quyen, và N. V. Thao. “What Leads to Online Review Helpfulness on E-Commerce Platform? Examining the Moderating Effect of High and Low Prices”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 21, số p.h 6.1, Tháng Sáu 2023, tr 104-9, doi:10.31130/ud-jst.2023.532E.
