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Effects of Online Product Reviews Attributes and Site Familiarity on Consumers' Loyalty in Online Product Searching Site  

Lee, Kook-Yong (전북대학교 상과대학 경영학부)
Publication Information
The Journal of Society for e-Business Studies / v.15, no.1, 2010 , pp. 17-37 More about this Journal
Abstract
Currently, online searching sites offer a variety of services such as just sorting by price, manufacturer, sorting by release date for sale as well as the product reviews to help and enjoy online shopping provided consumers with more shopping information. The purpose of this study is to examine the effects of online product reviews attributes (informativeness and usefulness) and familiarity on consumers' loyalty in online product searching site via trust and satisfaction. To identify these relationships, the secondary data or past studies were collected and theoretically arranged. I made the theoretical proposed model to explain the relationships between the constructs, identify the operational definitions and 8 Hypotheses were established, there was executed the survey of 175 customers. As the result of test that make the relations of used variables clear, i can get the conclusion; site familiarity and informativeness, Usefulness of online reviews have the positive effect empirically on trust building and loyalty. From the empirical test, i suggest the strategic advices in online product searching site. To increase the consumers' loyalty, it would be developed that a variety of methods and ways to raise the site familiarity and informativeness, usefulness in online product reviews. It is necessary for sticking the consumers to raise the positive trust building and satisfaction. The results of this study would help companies operating the online product searching site.
Keywords
Online Searching Site; Informativeness; Usefulness; Trust; Satisfaction;
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Times Cited By KSCI : 2  (Citation Analysis)
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