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A Research On Influencing Factors Of Perceived Usefulness Of Online Q&A Reviews In E-commerce

Posted on:2019-05-10Degree:MasterType:Thesis
Country:ChinaCandidate:W J ZhangFull Text:PDF
GTID:2429330566996392Subject:Business management
Abstract/Summary:PDF Full Text Request
The era of electricity,the innovative consumption environment has provided consumers with many consumer choices and has also increased the difficulty of predicting consumer online shopping behavior.Many scholars have begun to take the influence factors of online shopping decisions as the research focus.Nowadays,to avoid the risk of transaction segmentation and information asymmetry between buyers and sellers,consumers have to develop a habit of getting the desired product's the post-purchase evaluation information from multi-types online reviews when they do shopping under the online shopping platform.Online reviews is an important factors which affect consumer attitudes/intentions/ decisions/behavior,its importance has been recognized by buyers and sellers.However,the problem of information overload caused naturally by the passage of time and the information distortion caused by business man's unfair interference behavior made the usefulness of online reviews questioned by consumers.Therefore,under the guidance of Web2.0 concept,various e-commerce platforms have added question and answer review system in the original online review system,consumers can have a way to share some information about product knowledge and buying experience.This free and random communication mode between consumers enhances the consumers' perceived usefulness from the perspective of information sources.In the future,a large amount of online Q&A reviews information needs to be managed under the change of time.Therefore,it is urgent to further explore which factors will affect the usefulness of Q&A reviews.Taking the Taobao's “Ask Everyone” as an example,we explored how Online Q&A review's feature variables effect the perceived usefulness of Q&A reviews based the perspective of social influence theory.From the perspective of informational social influences,the study found that Q&A reviews quality and Q&A review tag quality have a significant positive effect on the perceived usefulness of Q&A reviews.From the perspective of informational social influences,the Q&A review consistency and Q&A review feedback quantity have a significant positive effect on the perceived usefulness,and the former is more influential than the latter.In addition,the regulatory focus has an adjustment effect on the above relationship,compared with the promotion-focused consumers,prevention-focused consumers have higher perceived usefulness on Q&A review's quality,tag quality and consistency,and lower perceived usefulness on Q&A review feedbacks quantity.Finally,according to the research results,this paper puts forward suggestions and countermeasures to optimize Q&A review system and enhance user experience from the perspective of e-commerce platform,such as improving the quality of answer information,sequencing the design of scientific recommendations,activating social feedback mechanisms,and triggering adjustment and orientation frameworks.
Keywords/Search Tags:Online Q&A review, social influence, regulatory focus, perceived usefulness
PDF Full Text Request
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