Impact of Product Attributes and Reputation Mechanism on Customer Intention
Online shopping in China has been growing rapidly in recent years. This paper examined customers’ motivation to spread review after online shopping. Based on Chinese context and relevant literature research, this paper discussed first the impact of different product attribute, satisfaction degree, and online reputation mechanism on customers’ review spreading intention in China, then built the research model and developed hypotheses. And next, hypotheses were tested by the data from Xidian university students. The result showed that reputation as a top reviewer did not have a significant impact on customers’ intention to spread eWOM, however, high “a helpful review” radio drives a customer to provide eWOM significantly. The results also indicate that dissatisfied feelings and experience attributes drive customers to provide an online review significantly.
KeywordsOnline review Product attributes Reputation mechanism
This research was supported by the Fundamental Research Funds for the Central Universities (72114829; K50510060013), and by the Research of Knowledge Share in Xi’an Cultural Industry (SF1015 (5)).
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