Online Consumer Inspection on using E-shopping Service of E-commerce

Abstract

The Internet has become the primary source of information for a large number of consumers and it enables consumers to share their opinions and experiences concerning goods and services. Online consumer reviews provide information and recommendations for prospective buyers and are useful for decision-making on purchases. The purpose of this study is to assess the impact of on-line consumer reviews on a decision of using e-commerce services. In this study, we tend to conduct a laboratory experiment to analyze product review helpfulness likewise as its corresponding antecedents from the product review feature perspective (i.e., source- and contentbased review features). Findings from the study are threefold. First, the results of the information analysis support the theoretical conceptualization of product review helpfulness as a formative construct. Second, the results support the notion that the source- and content-based review options have direct impact on product review helpfulness. Customers perceive customerwritten product reviews as additional useful than those written by experts; they also perceive a concrete review as additional helpful than an abstract review. Third, we discover an interaction effect of the source- and content-based options of product reviews on review helpfulness. A customer-written product review with a low level of content abstractness yields the highest perceived review helpfulness