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Analyzing the Relationships among Intention to Use, Satisfaction, Trust, and Perceived Effectiveness of Review Boards as Online Feedback Mechanism in Shopping Websites  

Kim, Seung-Woon (전북대학교 경영학부)
Kang, Hee-Taek (전북대학교 산업경제연구소)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.32, no.2, 2007 , pp. 53-69 More about this Journal
Abstract
Internet shopping websites have offered comfort to consumers in shopping and built trust relationships with them by providing electronic agents for recommendation, escrow services, and customer centers etc. But as there is little big difference among the shopping websites in terms of technical competence, website design, operational policy, they recognize online feedback (reviews or recommendation of consumers or experts) and online feedback mechanism as important marketing tools. Based on online feedback related studies, this study explores antecedents (consensus, vividness of reviews, interactions in review boards) of the perceived effectiveness of review boards which are text-based feedback mechanisms and its consequences such as trust, satisfaction, and intention to use. The results show that the perceived effectiveness of review boards is significantly affected by vividness of reviews and interactions in review boards, and the impact of interaction in review boards on the perceived effectiveness of review boards is stronger than that of vividness of reviews. The results also show that the perceived effectiveness of review boards has a significant influence on trust and satisfaction with the shopping websites, and intention to use is influenced by both trust and satisfaction.
Keywords
Online Feedback; Online Feedback Mechanism; Perceived Effectiveness of a Review Board; Trust; Satisfaction; Intention to Use;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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