| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 104 === This study investigates the elements which will affect customers’ reliance on online review. The elements are product characteristics, customer characteristics, website design, and offline review. Also, I added a moderator between customers’ online review and purchase decision.
In the empirical results, I found out that when customers purchase merchandise on online websites, they are willing to pay more money to buy the products which have more positive online review. As for the customer characteristic, it also showed that any type of customer characteristic will prone to buy things which have unique product design. Moreover, when offline review and online review have different results, customers will also prone to believe offline review.
On the other hand, when we checked the effect of moderator, we also found out that although customers will buy more merchandise due to firms’ time strategies (such as sale—limited time only, ) customers hold negative willing to buy it again or recommend it to other customers. As a result, in this study, the hypothesis of moderator is also tenable.
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