A Quasi-experimental Research on Helpfulness of Online Reviews

• Main Authors: Sung-Fu Tsai, 蔡松甫
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/01237086862039966168

碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === With the popularity of Internet and technology equipment, transferring of information is no longer limited to the need to face in the past. Consumers can easily use the Internet to quickly find another online product reviews and other relevant experience or information before they make purchasing decisions. However, In the Internet, many of the online reviews can be easily acquired. The question of what type of online reviews can be helpful to consumers has not been thoroughly researched. Therefore, we conduct a 2 × 2 × 2 quasi-experimental design to investigate what factors would influence consumers. Our study examine the effect of product types (search good and experience good), reviews position (positive and negative) and review source (experts and customers) on the consumer perceived the helpfulness of online reviews. The results of the experiment reveal that reviews position and review source have direct impact on the helpfulness of online reviews. And we find an interaction effect of the reviews position and review source. The findings provide managerial implications for platform operators and marketers as to how they can efficiently manage online reviews and make marketing strategies.