2014 IEEE Global High Tech Congress on Electronics (GHTCE 2014)

165 / 1971-01-01 00:00:00

A Study Of Consumers’ Perception Of Online Consumer Reviews On Different Review Platforms——a Moderating Effect Of Product Type

review platform;consumer perception;product type

This study explored the consumers’ perception of online consumer reviews on different review platforms and the moderating effect of product type through an online experiment. First, with the support of the prior studies, we made a summary of the characteristics of review platforms and product types and proposed the hypotheses. Then six different experimental conditions were generated by a 3*2 factorial design with three types of review sources (seller website, the third-party review platform, and consumer-developed review site) and two types of products (search product and experience product) and we collected data online through survey questionnaires to test the hypotheses, finding that participants’ perceived credibility of consumer reviews depended on platforms, and for experience product,there was significant difference in participants’ perception among platforms. Finally, we conducted the analysis and discussion about the findings in this study.