Towards effective online review systems in the Chinese context: A cross-cultural empirical study

被引：69

作者：

Fang, Hui ^{[1
]}

Zhang, Jie ^{[1
]}

Bao, Yang ^{[2
]}

Zhu, Qinghua ^{[3
]}

机构：

[1] Nanyang Technol Univ, Sch Comp Engn, Singapore 639798, Singapore

[2] Natl Univ Singapore, Sch Comp, Singapore 117417, Singapore

[3] Nanjing Univ, Sch Informat Management, Nanjing, Jiangsu, Peoples R China

来源：

ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS | 2013年 / 12卷 / 03期

关键词：

Online review system; Electronic commerce; National culture difference; Cross-cultural study; Empirical analysis; WORD-OF-MOUTH; CONSUMER REVIEWS; PRODUCT SALES; TRUST; CONSEQUENCES;

D O I：

10.1016/j.elerap.2013.03.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online reviews, as one kind of quality indicator of products or service, are becoming increasingly important in influencing purchase decisions of prospective consumers on electronic commerce websites. With the fast growth of the Chinese e-commerce industry, it is thus indispensable to design effective online review systems for e-commerce websites in the Chinese context, by taking into account cultural factors. In this paper, we conduct two empirical studies on online reviews. Firstly, we study how culture differences across countries (i.e., China and the USA) impact the way in which consumers provide online reviews. Secondly, we investigate the impact of online reviews on product sales in the Chinese context, and show that directly copying the ideas of successful online review systems in the USA will deteriorate the effectiveness of the systems in China. Finally, we propose several suggestions for the development of effective online review systems in the Chinese context based on the results of our two empirical studies and the findings in previous studies. (C) 2013 Elsevier B.V. All rights reserved.

引用

页码：208 / 220

页数：13

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