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Understanding the role of online rev...

Yang, Jing.

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Understanding the role of online reviews on customers' risk perception.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Understanding the role of online reviews on customers' risk perception./
Author:	Yang, Jing.
Description:	172 p.
Notes:	Source: Dissertation Abstracts International, Volume: 75-02(E), Section: A.
Contained By:	Dissertation Abstracts International75-02A(E).
Subject:	Information Science. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3598991
ISBN:	9781303480843

Understanding the role of online reviews on customers' risk perception.
Yang, Jing.

Understanding the role of online reviews on customers' risk perception. - 172 p.

Source: Dissertation Abstracts International, Volume: 75-02(E), Section: A.

Thesis (Ph.D.)--Oklahoma State University, 2013.

Customer reviews play an important role in today's online shopping environment. Research into customer reviews has largely focused on the predictive effect of review characteristics on variables such as product sales. However, relatively little attention has been directed towards under-standing how reviews impact a customer's decision to purchase a product. In particular, the mechanism by which reviews influence customers is not well understood. Some studies have suggested that reviews influence a customer's trust in the product and or vendor. However, we propose that reviews impact a customer's perceived risk, in turn reducing their perceived uncer-tainty. This reduced uncertainty should result in an improved customer attitude towards the product or service, leading to higher purchase intention. As such, we performed three related studies, aiming to improve our understanding of the role of online reviews on customers' risk perception. Particularly, the first two studies (Essay 1: "The Impact of Product Reviews on Purchase Intention: A Study based on the Theory of Reasoned Action" and Essay 2: "How Product Reviews Help Mitigate the Uncertainty in Online Transactions: An Exploration into the Antecedents of Risk Perceptions") explore in greater detail the impact of product reviews first on intention to purchase the product, and then on perceived uncertainty in transactions. In contrast, Essay 3: "Reading the Voice in Seller Reviews: An Analysis on the Trust Felling Revealed by Reviews" examines the impacts of seller reviews on both perceived risk and perceived uncertainty. In general, most of the findings are consistent with our hypotheses. For example, both product reviews and seller reviews have significant impacts on lessening the risks and uncertainty. However, there are also some interesting findings which are slightly different from our initial hypotheses and suggest the path for future studies. For instance, both Essay 1 and 2 reveal that review valence outweighs review quantity in the context of risk reduction, and Essay 3 reveals that, compared to hidden information, customers are more worried about sellers' hidden actions, and additionally the reviews on sellers' integrity and competence are more important than their benevolence.

ISBN: 9781303480843Subjects--Topical Terms:

1017528
Information Science.

Understanding the role of online reviews on customers' risk perception.
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008 150210s2013 ||||||||||||||||| ||eng d
020 $a 9781303480843
035 $a (MiAaPQ)AAI3598991
035 $a AAI3598991
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100 1 $a Yang, Jing. $3 1031179
245 1 0 $a Understanding the role of online reviews on customers' risk perception.
300 $a 172 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-02(E), Section: A.
500 $a Adviser: Rathindra Sarathy.
502 $a Thesis (Ph.D.)--Oklahoma State University, 2013.
520 $a Customer reviews play an important role in today's online shopping environment. Research into customer reviews has largely focused on the predictive effect of review characteristics on variables such as product sales. However, relatively little attention has been directed towards under-standing how reviews impact a customer's decision to purchase a product. In particular, the mechanism by which reviews influence customers is not well understood. Some studies have suggested that reviews influence a customer's trust in the product and or vendor. However, we propose that reviews impact a customer's perceived risk, in turn reducing their perceived uncer-tainty. This reduced uncertainty should result in an improved customer attitude towards the product or service, leading to higher purchase intention. As such, we performed three related studies, aiming to improve our understanding of the role of online reviews on customers' risk perception. Particularly, the first two studies (Essay 1: "The Impact of Product Reviews on Purchase Intention: A Study based on the Theory of Reasoned Action" and Essay 2: "How Product Reviews Help Mitigate the Uncertainty in Online Transactions: An Exploration into the Antecedents of Risk Perceptions") explore in greater detail the impact of product reviews first on intention to purchase the product, and then on perceived uncertainty in transactions. In contrast, Essay 3: "Reading the Voice in Seller Reviews: An Analysis on the Trust Felling Revealed by Reviews" examines the impacts of seller reviews on both perceived risk and perceived uncertainty. In general, most of the findings are consistent with our hypotheses. For example, both product reviews and seller reviews have significant impacts on lessening the risks and uncertainty. However, there are also some interesting findings which are slightly different from our initial hypotheses and suggest the path for future studies. For instance, both Essay 1 and 2 reveal that review valence outweighs review quantity in the context of risk reduction, and Essay 3 reveals that, compared to hidden information, customers are more worried about sellers' hidden actions, and additionally the reviews on sellers' integrity and competence are more important than their benevolence.
590 $a School code: 0664.
650 4 $a Information Science. $3 1017528
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0723
690 $a 0338
710 2 $a Oklahoma State University. $b Management Science and Information Systems. $3 2102446
773 0 $t Dissertation Abstracts International $g 75-02A(E).
790 $a 0664
791 $a Ph.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3598991