Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

The Acceptance of Customer Reviews in Taobao

타오바오 쇼핑몰 이용자의 구매후기 수용에 관한 연구

  • Hao, Qi-Ying (Interdisciplinary Program of Electronic Commerce, Chonnam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University)
  • 학기영 (전남대학교 전자상거래협동과정) ;
  • 이상준 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 공짜21+ e-서비스 사업단)
  • Received : 2015.06.09
  • Accepted : 2015.08.20
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This paper aims to investigate key factors affecting customer adoption of the online review from the three perspectives such as customer review characteristics, reviewer characteristics, and customer characteristics. We collected data on customers who have experience in purchasing products in Taobao. The major findings are as follows. First, the customer review amount and vividness are not directly related to customer adoption of the online review. Second, the trust of reviewer and perceived similarity have positive effects on customer adoption of the online review. Third, the prior knowledge and product involvement increase customer adoption of the online review. Finally, customers' purchase intention is greatly determined by customer adoption of the online review. This paper presents the importance of the management of customer reviews and management method for the stakeholders of shopping mall to advancing Chinese market.

본 논문에서는 중국 최대의 온라인 쇼핑몰로 자리매김한 타오바오를 대상으로 구매후기가 구매자의 구매의사결정에 어떠한 영향을 주는지를 밝히고자 연구하였다. 본 논문에서는 구매후기 내용특성, 구매후기 제공자특성, 구매자 특성이라는 세 가지 차원을 중심으로 구매자의 구매후기 수용에 영향을 미치는 주요 선행요인들을 도출하였다. 타오바오에서 제품을 구매한 경험을 가진 구매자들을 대상으로 데이터를 수집하여 분석한 결과는 다음과 같다. 첫째, 본 연구에서 구매후기 충분성과 구매후기 선명성은 모두 고객후기 수용에 통계적으로 비유의적으로 나타났다. 둘째, 구매후기 제공자 신뢰성과 구매후기 제공자 유사성은 모두 고객후기 수용을 증가시키는 것으로 나타났다. 셋째, 구매자 특성 차원에 속하는 사전지식과 관여도는 모두 고객후기 수용을 증가시키는 것으로 밝혀졌다. 마지막으로, 고객후기 수용은 구매자의 구매의도를 상당히 증가시키는 것으로 나타났다. 본 논문은 중국시장에 진출하고자 하는 쇼핑몰 이해당사자에게 구매후기 관리의 중요성을 알리고 관리방안을 제시하고 있다.

Keywords

References

  1. H. G. Lee, & H. Kwak., Investigation of Factors Affecting the Effects of Online Consumer Reviews, Information Policy, Vol. 20, No. 3, pp.3-17, 2013.
  2. P. Y. Chen, & S. Y. Wu, & J. Yoon., "The impact of online recommendations and consumer feedback on sale", Proceedings of the International Conference on Information Systems, Seattle, WA, 2004.
  3. W. Duan, & B. Gu, & A. B. Whinston., "Do online reviews matter? -An empirical investigation of panel data", Decision Support Systems, Vol. 45, No. 4, pp. 1007-1016, 2008. https://doi.org/10.1016/j.dss.2008.04.001
  4. J. A. Chevalier, & D. Mayzlin., "The Effect of Word of Mouth on Sales: Online Book Reviews", Journal of Marketing Research, Vol. 43, No. 3, pp. 345-354, 2003. https://doi.org/10.1509/jmkr.43.3.345
  5. F. D. Davis., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol. 13, No. 3, pp. 319-340, 1989. https://doi.org/10.2307/249008
  6. D. L. Medin, & R. L. Goldstone, & D. Gentner., "Respects for Similarity", Psychological Review, Vol. 100, pp. 254-278, 1993. https://doi.org/10.1037/0033-295X.100.2.254
  7. S. A. Moss, & F. J. Garivaldis, & S. R. Toukhsati.,"The Perceived Similarity of Other Individuals : The Contaminating Effects of Familiarity and Neuroticism", Personality and Individual Differences, Vol. 43, No. 2, pp. 401-412, 2007. https://doi.org/10.1016/j.paid.2006.12.008
  8. S. S. Sundar, & S. Kalyanaraman., "Arousal, Memory, and Impression-Formation Effects of Animation Speed in Web Advertising", Journal of Advertising, Vol. 33, No. 1, pp. 7-17, 2004.
  9. P. M. Doney, & J. P. Cannon., "An Examination of the Nature of Trust in Buyer-Seller Relationships", Journal of Marketing, Vol. 61, pp. 35-51, 1997. https://doi.org/10.2307/1251829
  10. Platow, & J. Michael, & Duncan Mills, & Dianne Morrison., "The Effects of Social Context, Source Fairness, and Perceived Self-Source Similarity on Social Influence: A Self-Categorization Analysis", European Journal of Social Psychology, Vol. 30, pp. 69-81, 2000. https://doi.org/10.1002/(SICI)1099-0992(200001/02)30:1<69::AID-EJSP980>3.0.CO;2-R
  11. D. R. Lehmann., "Judged similarity and Brand-Switching Data as similarity measures", Journal of Marketing Research, Vol. 9, pp. 331-334, 1972. https://doi.org/10.2307/3149549
  12. J. P. Peter, & J. C. Olson., "Consumer Behavior Marketing Strategy", 4th ed, Homewood IL, Irwin, 1996.
  13. L. J. Harrison-Walker., "E-Complaining : A Content Analysis of an Internet Complaint Forum", The Journal of Services Marketing, Vol. 15, No. 5, pp. 397-412, 2001. https://doi.org/10.1108/EUM0000000005657
  14. M. L. Richins., "Word of Mouth as an Expression of Product Dissatisfaction", International Fare in Consumer Satisfaction and Complaining Behavior, October, Ralph L.Day and H.Keith Hunt, eds., pp. 100-104, 1983.
  15. N. Y. Ha, & K. K. Kim, & H. Lee., "A Study on the Influencing Factors of Online Word-of-Mouth Adoption in the Mobile Applications Market", Information Management Research, Vol. 43, no. 1, pp. 109-134, 2012. https://doi.org/10.1633/JIM.2012.43.1.109
  16. H. Tajfel, & J. C. Turner., "The social identity theory of intergroup behavior", In S. Worchel and W.G. Austin (Eds.), Psychology of Intergroup Relations, 2nd edition, Chicago: Nelson-Hall, pp. 7-24, 1986.
  17. P. M. Doney, and J. P. Cannon., "An Examination of the Nature of Trust in Buyer-Seller Relationships", Journal of Marketing, Vol. 61, No. 2, pp. 35-51, 1997. https://doi.org/10.2307/1251829
  18. J. F. Engel, & R. D. Blackwell, & P. W. Miniard., Consumer behavior (8th ed.). Orlando, FL: The Dryden Press, Harcourt Brace College Publishers, 1995.
  19. Hennig-Thurau. Thornsten & Gianfranco Walsh., "Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet", International Journal of Electronic Commerce, Vol. 8, pp. 51-74, 2004.
  20. C. Forman, & A. Ghose, & B. Wiesenfeld., "Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets", Information Systems Research, Vol. 19, No. 3, pp. 291-313, 2008. https://doi.org/10.1287/isre.1080.0193

Cited by

  1. An Empirical Study on the Use Intention to Sharing Economy Services : Focusing on Price Sensitivity, Reliability and Technology Acceptance Model vol.14, pp.7, 2016, https://doi.org/10.14400/JDC.2016.14.7.57
  2. The Effect of motives and benefits and loss factors of social commerce on the product purchase satisfaction vol.14, pp.9, 2016, https://doi.org/10.14400/JDC.2016.14.9.149
  3. Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction: Considering the Moderator Effects of Tourism Experience and Perceived Risk vol.14, pp.10, 2016, https://doi.org/10.14400/JDC.2016.14.10.147
  4. A Study on Possible Construction of Big Data Analysis System Applied to the Offline Market vol.14, pp.9, 2016, https://doi.org/10.14400/JDC.2016.14.9.317
  5. Analysis of the Internet Shopping Mall Users' Perception on Cosmeceuticals vol.14, pp.12, 2016, https://doi.org/10.14400/JDC.2016.14.12.555