| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === Along with increasing users and contents, the Internet has gradually become the main channel for customers to acquire information of products and services. Yet the development of the Internet has brought about information overload problems. When facing oversized information, consumers tend to solicit for others’ help. Under such circumstance, reviewing systems and forums on the Internet are flourishing. With the popularization of Internet technologies, these Internet customer review systems have gradually become critical necessary information when consumers are making purchase decisions.
This research took two experiments as the methodology used in examining the relation between Internet customer reviews and customers, tourism was selected as the condition of experiment. The first experiment discussed about general Internet customer reviews, including the dispersion of reviews, reviewing scores, number of reviewers and so on and examined the relation between different levels and customers’ trust in the reviews. The second experiment examined the relation between personal risk attitude, perceived risk and customers’ level of trust and willingness of purchase. Outcomes indicate that:
1.The lower dispersion of reviews, the higher the level of customers’ trust in the reviews.
2.The higher review scores, the higher the level of customers’ trust in the reviews.
3.The more reviewers, the higher the level of customers’ trust in the reviews.
4.Dispersion of reviews, review scores and number of reviewers possess reciprocation relations with customers’ trust in the reviews, and the level of influence is score > dispersion > number of reviewers.
5.Personal risk attitude and perceived risk play roles in explaining consumers’ trust in reviews and willingness of purchase.
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