The Impact of Online Review’s Forms and Contents on Consumer’s Product Comprehension - Product Type as a Moderator

• Main Authors: Fu-Yuan Shueh, 薛富元
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/38899530163465085153

碩士 === 國立雲林科技大學 === 創業管理碩士學位學程 === 100 === With the expansion of online shopping, shopping website’s product number and types have become more diverse. In order to allow consumers to select the most suitable products from many product categories, customer online review has become even more important. If shopping website could provide good quality online review, consumers will increase stickiness to that shopping website. The objective of this study tries to find out if consumers have different product comprehension when they face different review forms and contents. Product type was also included as a moderator. We hope to provide some references for marketer when they conduct online marketing. Two studies were conducted to examine the effects of online review forms and review contents. Three variables were included in study 1, resulted to a 2 (star rating: attached and non-attached) x 2 (comment rating: positive and negative) x 2 (product type: the experience goods and search goods) between subjects experimental design. Another 2 (review length: longer and shorter) x 2 (review attitude: calm or emotional type) x 2 (product type: experience goods and search goods) between subject design was used in study 2. The data was collected through research website on the Internet, resulted to 591 valid samples. The findings showed that in the review form study, attached star rating review would provide better comprehension than without star rating. This result happened on both experience goods and search goods. In addition, the negative comments (vs. positive comments) would facilitate consumers’ comprehension about the product. However, there was no significant difference between positive and negative comments for experience goods. For the contents of online review, longer comments would help consumer comprehension about the product evaluation vs. shorter comments. Steady comments showed better results than emotional comments. However, there was no significant difference for search goods regarding the lengths of the review. In addition, for experience goods, the result also showed no significant difference between steady and emotional comments.