| 摘要(英) |
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. |
| 參考文獻 |
參考文獻
【英文部分】
〔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
Cognitive Science
〔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.
【中文部分】
〔16〕李汶哲，「正負向網路口碑與口碑傳播者身分對產品態度之影響-以產品涉入程度為調節變項」，東吳大學心理系研究所碩士學位論文
〔17〕蘇席儀，「產品資訊搜尋任務暨網際網路特性之適配程度對網站接受度之影響」，國立台灣大學資訊管理研究所碩士論文，2000
〔18〕陳密桃，「認知負荷理論及其對教學的啟示」，國立高雄師範大學教育系教育學刊，2003
〔19〕宋曜廷，「先前知識文章結構和多媒體呈現對文章學習的影響」，國立臺灣師範大學教育心理與輔導研究所博士論文，2000
〔20〕周芳宜，「以產品類型看市場行家的線上資訊搜尋動機與行為」，國立交通大學傳播研究所碩士論文 |
[Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit