The validity of product reviews on webs

• Main Authors: Pei-hung Cheng, 鄭培宏
• Other Authors: 陳炫碩
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/35396106255811070356

碩士 === 國立中央大學 === 企業管理學系 === 101 === Recently e-Commerce has become popular in the world , the organization and the consumers could use the powerful marketing channels for reaching the consumers from anyplace .The uncertainty pertinent products and sellers make the consumers reluctant to take part in e-Commerce. Accordingly, the consumer will search the product reviews on web in order that it could reduce the uncertainty and increase purchasing intention. This paper bases on Habermas` theory of communicative action, and we use the validity claims as the product reviews` dimension that it includes completeness 、comprehensibility、truth、sincerity and rightness. We also use the theory of planned behavior it includes attitude、subjective norm、PBC and behavioral intentions for describing the reader`s getting product information intentions. We found that completeness and truth have positive influence reader`s attitude、 rightness has positive influence subject norm、comprehensibility has positive influence reader`s self-efficacy. Moreover , reader`s attitude 、subjective norm and PBC have positive influence reader`s intentions to get product information . In the end , product type(search V.S. experience ) moderates the product reviews` dimension and reader`s intentions to get product information .