| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 102 === Online customer reviews are considered as an important role plays on customer purchase decision making process. Previous researches show that the opinions of online reviews have influence on the perceived product quality, the purchase intention, and finally the sales. However, previous studies usually study quantitative information and qualitative information of online customer reviews separately, even if there are usually both the quantitative information, the rating, and the qualitative information, the comment in each online customer review.
Based on the results of data mining, this study finds that there are discrepancies between the opinion of comment and the opinion of rating in some online reviews. Therefore, this study aims at finding the effects of quantitative information and qualitative information on perceived product quality in single online customer review for experience goods. The results show that the detailed qualitative information has greater influence on the perceived product quality than the quantitative information.
In addition, this study also studies the effect of discrepancy between two online reviews on one product’s perceived product quality. The results indicate that customers really are affected by the qualitative information, the discrepancy will neutralize the perceived product quality and the negative information takes more weight on product quality judgment. The results follow the negativity effect discussed by prior researches. Finally, this study links the online reviews to perceived product quality, then the purchase intention.
This study proposes a new idea to explain the effect of online customer reviews on customer purchase decision making process. Customers are not blind to receive the quantitative information, the discrepancy between rating and comment will be discovered and the quantitative information plays more important role on perceived product quality and purchase intention.
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