||Internet and e-Commerce has become popular recently in the world. People’s dependence on network has increased significantly, trading on the internet is no longer difficult instead its usual. But a lot of customers still worry about trading on the internet, the uncertainty of products and sellers is the vital reason. Therefore, the consumer will search product reviews and valuations on web to reduce the felling of disturbed and uncertainty.|
This paper divides online product reviews into two types, article and star ratings. Study the effectiveness of consumer who had read the reviews, and figure out that whether or not the following variable can affect the effectiveness, including product type (experience good, search good), review nature (positive, negative), cognitive load.
We found that article reviews are more effective to consumers, and the effective can be affected by product type and reviews nature. Article reviews have cognitive load, and it will reduce the effectiveness of customers.
〔1〕Susan M. Mudambi and David Schuff, What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com, MIS Quarterly, 2010
〔2〕Ante, S. E. (2009), Amazon: Turning Consumer Opinions into Gold., Business Week, 15.
〔3〕Dichter, E. (1966). How word-of-mouth advertising works. Harvard business review, 44(6), 147-160.
〔4〕Silverman, D. (2010)., Qualitative research: Sage Publications Limited.
〔5〕Herr, P.M., Kardes, F.R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective., Journal of Consumer Research, 17(4), 454-462.
〔6〕Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004). Electronic
〔7〕Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers
to Articulate Themselves on the Internet? Journal of Interactive Marketing
〔8〕Churchill, G. A. and Suprenant C., 1982. An Investigation into Determinants of Customer Satisfaction, Journal of Marketing Research
〔9〕Nelson, P. (1970), Information and consumer behavior. Journal of political economy
〔10〕Nelson, P. (1974), Advertising as information, Journal of political economy
〔11〕Klein, L. R. (1998), Evaluating the potential of interactive media through a new lens: Search versus experience goods., Journal of business research
〔12〕Pass, F. G. W. (1992) Training strategies for attaining transfer of problem-solving skill in statistics: A cognitive load approach Journal of Educational Psychology
〔13〕Sweller, J. (1988), Cognitive load during problem solving: Effects on learning
〔14〕Sweller, J., Van Merrienboer, J. J. G. & Paas, F. G. W. C. (1998 ), Cognitive architecture and instructional design., Educational Psychology Review
〔15〕Gan, Q., Cao, Q. and Jons, D., 2012, "Helpfulness of Online User Reviews: More is Less, Helpfulness of Online User Reviews: More is Less", American Conference on Information Systems, Seattle, US.