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http://dx.doi.org/10.15207/JKCS.2015.6.4.205

The Acceptance of Customer Reviews in Taobao  

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)
Publication Information
Journal of the Korea Convergence Society / v.6, no.4, 2015 , pp. 205-212 More about this Journal
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.
Keywords
Customer Review; Acceptance; Online Shopping Mall; Taobao; Chinese Customer;
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