• 한국정보시스템학회지:정보시스템연구
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• 제20권2호
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• pp.21-36
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• 2011

The Web has become an excellent source for gathering consumer opinions. There are now numerous Web sites containing such opinions, e.g., customer reviews of products, forums, discussion groups, and blogs. This paper focuses on online customer reviews of products. It makes some contributions. Especially it proposes minimalism and chunking framework for analyzing and comparing consumer opinions of competing products. Users are able to clearly see the strengths and weaknesses of each product in the minds of consumers in terms of various product features. This comparison is useful to both potential customers and product manufacturers. For a product manufacturer, the comparison enables it to easily gather marketing intelligence and product benchmarking information. In this paper, we only focus on mining opinion/product features that the reviewers have commented on. Five types of online review presentations are presented to mine such features. Our experimental results show that these techniques are useful to identify customers' opinions and trends.

• Asia pacific journal of information systems
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• 제25권4호
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• pp.784-804
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• 2015

This study investigates the effects of a two-sided message on product attitude and purchase intention by using a message structure variable, such as attribute importance in the context of online consumer reviews (OCRs). Study 1 explains the previous inconsistent results of a two-side message by comparing a one-side message and a two-side message by using the attribute importance in negative reviews. Study 2 determines the reasons for the inconsistent results of a refutational two-sided message research by using the attribute importance in negative reviews and website trust. Two experiments are designed to test our hypotheses. The first experiment is a $2{\times}2$ factorial design with 84 participants. The second experiment uses a $2{\times}2{\times}2$ factorial design with 196 participants. In study 1, two-sided OCRs are more credible than one-sided OCRs, and two-sided OCRs that use low important attributes are more effective in making favorable product attitude/purchase intention. In study 2, refutational two-sided OCRs that use high attribute importance render positive effects on product attitudes in trustworthy websites. However, the refutation could negatively affect product attitude/purchase intention in low trustworthy websites.

• 한국의류학회지
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• 제35권9호
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• pp.1099-1111
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• 2011

This study identified the types of consumer review information about apparel products based on consumer satisfaction/dissatisfaction with the availability/non-availability of consumer review information for online stores. Data were collected from 318 females aged 20s' to 30s', who had significant experience in reading consumer reviews posted on online stores. Consumer satisfaction/dissatisfaction with availability or non-availability of review information on online stores is different for information in regards to apparel product attributes, product benefits, and store attributes. According to the concept of quality elements suggested by the Kano model, two types of consumer review information were determined: Must-have information (product attribute information about size, fabric, color and design of the apparel product; benefit information about washing & care and comport of the apparel product; store attribute information about responsiveness, disclosure, delivery and after service of the store) and attracting information (attribute information about price comparison; benefit information about coordination with other items, fashionability, price discounts, value for price, reaction from others, emotion experienced during transaction, symbolic features for status, health functionality, and eco-friendly feature; store attribute information about return/refund, damage compensation and reputation/credibility of online store and interactive and dynamic nature of reviews among customers). There were significant differences between the high and low involvement groups in their perceptions of consumer review information.

• Asia Marketing Journal
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• 제24권1호
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• pp.13-28
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• 2022

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by which consumers who saw negative online reviews feel distrust of online shopping and go to offline stores. It provides implications for understanding the migration phenomenon of online shoppers to offline channels and what strategies should be prepared to retain and attract customers to each channel.

• 한국조리학회지
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• 제22권8호
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• pp.109-121
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• 2016

This study analyzed the effect of five sub-variables' attribute of HMR: features of information, diversity, promptness, price and convenience, on the consumer purchasing intention. In addition, the regulation effect of positive reviews and negative reviews of consumers' online reviews between HMR selection attribute and purchasing intention was also tested. Results are following. First, convenience feature (B=.577, p<.001) and diversity feature (B=.093, p<.01) among the effect of HMR selection attribute had a positive (+) effect on purchasing intention. On the other hand, promptness feature (B=.235, p<.001) and price feature (B=.161, p<.001), and information feature (B=.288, p<.001) were not significant effect on purchasing intention. Second, result of regulation effect of the positive reviews of consumer's online review between the selection attribute of the HMR product and consumers' purchasing intention, in the first-stage model in which the selection attribute of the HMR product is input as an independent variable, there was a significant positive (+) effect on all the features of convenience, diversity, promptness, price, and information. In addition, there was significant positive (+) main effect (B=.472, p<.001) in the second step model in which the consumers' positive reviews, that is a regulation variable. Furthermore, the feature of price (B=.068, p<.05) had a significant positive (+) effect in the third stage in which the selection attribute of the HMR product that is an independent variable and the interaction of the positive review. However, the feature of information (B=-.063, p<.05) showed negative (-) effect, and there was no effect on the features of convenience, diversity, and promptness. Third, as a result of testing the regulation effect of the negative reviews of consumers' online reviews between HMR product selection attribute and consumers' purchasing intention, in the first-stage model in which the selection attribute of the HMR product was a positive (+) effect on all the features of convenience, diversity, promptness, price, and information. In the second-stage model in which consumers' negative reviews (B=-.113, p<.001) had negative (-) effect. In the third-stage in which the selection attribute of the HMR product and the interactions of the negative reviews was a positive (+) effect with the feature of price (B=.113, p<.01). Last, there was no effect at all on the features of convenience, promptness, and information.

• 산경연구논집
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• 제14권1호
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• pp.21-28
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• 2023

Purpose: This study aims to analysis the difference by Michelin rating in customer satisfaction of restaurant listed in the Korea Michelin Guide. There are opinions that the Michelin Guide's rating system and evaluation criteria are somewhat ambiguous. Research design, data, and methodology: This study collected 145 actual online reviews published on TripAdvisor to examine how the effect of the content attributes of reviews on consumer satisfaction varies according to the Michelin grade. Based on this, two studies were conducted. Study 1 examined the effect of strong and weak positive reviews on consumer satisfaction according to the rating. Study 2 examined the effect of image information on consumer satisfaction. Results: The results revealed that the lower the Michelin rating, the more positive review had a significant effect on consumer satisfaction. The higher the rating, the more image information had an effect on consumer satisfaction. Expectations for Michelin three-star restaurants are higher than those of two-star restaurants, so customers are more likely to be used negatively when writing reviews. Conclusions: Accurate information on Michelin selection criteria should be delivered so as not to form high expectations and not to disappoint. For consumers to be satisfied with the name Michelin, the standards should be stricter.

• International Journal of Contents
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• 제14권2호
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• pp.16-23
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• 2018

Although there have been studies regarding the influence of customer reviews on consumer decision making at online shopping sites, research on factors affecting the perceived customer review quality for online shopping sites is limited. This study posits that sociability, which is one of the environmental factors of an online shopping site, can affect the quality of customer reviews. Sociability is a key factor in building a collaborative environment online, but studies have been limited to applying sociability to customer reviews that are the result of a collaborative environment. This study expects that sociability affects the performance of online shopping sites through the perceived information quality of customer reviews, and customers' efficacy. More specifically this study investigates the structural relationship between sociability, self-efficacy, collective efficacy, and the perceived information quality of the reviews in an online shopping context, regarding the patronage intention of customers. This study was conducted using a survey of 361 college students. The structural equation model results indicate that user perception of sociability increases self-efficacy and collective efficacy. The improved efficacy enhances the perceived information quality of reviews for online shopping sites, which increases patronage intention of customers. This study found that online shopping sites require a platform for customers to engage in social interaction to enhance their customers' loyalty and lifetime value.

• 한국인공지능학회지
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• 제12권2호
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• pp.25-33
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• 2024

This study examines the relationship between customer satisfaction and management response in the hotel industry amid the COVID-19 pandemic. By applying regression analysis and topic modeling to consumer reviews on online platforms, we assess how consumer perceptions and management behaviors have shifted since the onset of the pandemic. The findings reveal a significant decline in customer satisfaction linked to COVID-19. Significantly, while the pandemic has reduced overall customer satisfaction levels, high response rates and high review-response content similarity mitigate the impact of the crises. These results highlight the critical need for hotel managers to continuously monitor online reviews and adapt their engagement strategies to maintain and enhance customer satisfaction during ongoing and future crises. This research not only corroborates existing theories on customer satisfaction but also exposes novel dynamics introduced by the pandemic, offering new insights for effective customer relationship management in turbulent times.

• Asia pacific journal of information systems
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• 제18권3호
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• pp.67-90
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• 2008

Prior to making choices among online products and services, consumers often search online product reviews written by other consumers. Online product reviews have great influences on consumer behavior because they are believed to be more reliable than information provided by sellers. However, ever-increasing lists of product reviews make it difficult for consumers to find the right information efficiently. A customized search mechanism is a method to provide personalized information which fits the user's requirements. This study examines effects of a customized search mechanism and perceived similarity between consumers and product reviewers on consumer behaviors. More specifically, we address the following research questions: (1) Can a customized search mechanism increase perceived similarity between product review authors and readers? (2) Are product reviews perceived as more credible when product reviews were written by the authors perceived similar to them? (3) Does credibility of product reviews have a positive impact on acceptance of product reviews? (4) Does acceptance of product reviews have an influence on purchase intention of the readers? To examine these research questions, a lab experiment with a between-subject factor (whether a customized search mechanism is provided or not) design was employed. In order to enhance mundane realism and increase generalizability of the findings, the experiment sites were built based on a real online store, cherrya.com (http://www.cherrya.com/). Sixty participants were drawn from a pool that consisted of undergraduate and graduate students in a large university. Participation was voluntary; all the participants received 5,000 won to encourage their motivation and involvement in the experiment tasks. In addition, 15 participants, who selected by a random draw, received 30,000 won to actually purchase the product that he or she decided to buy during the experiment. Of the 60 participants, 25 were male and 35 were female. In examining the homogeneity between the two groups, the results of t-tests revealed no significant difference in gender, age, academic years, online shopping experience, and Internet usage. To test our research model, we completed tests of the measurement models and the structural models using PLS Graph version 3.00. The analysis confirmed individual item reliability, internal consistency, and discriminant validity of measurements. The results show that participants feel more credible when product reviews were written by the authors perceived similar to them, credibility of product reviews have a positive impact on acceptance of product reviews, and acceptance of product reviews have an influence on purchase intention of the readers. However, a customized search mechanism did not increase perceived similarity between product review authors and readers. The results imply that there is an urgent need to develop a better customized search tool in order to increase perceived similarity between product review authors and readers.

• 패션비즈니스
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• 제14권2호
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• pp.81-94
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• 2010

The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June $17^{th}$ to September $11^{th}$, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.