Impact of Product Attributes and Reputation Mechanism on Customer Intention

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 216)

Abstract

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.

Keywords

Online review Product attributes Reputation mechanism 

Notes

Acknowledgments

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)).

References

  1. 1.
    Cheung CMK, Lee MKO (2012) what drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems. Article in press 73:24–26Google Scholar
  2. 2.
    Dichter E (1966) How word-of-mouth advertising works. Harvard Business Rev 44:147–166Google Scholar
  3. 3.
    Zacharia G (1999) Collaborative reputation mechanisms for online communities. Massachusetts Inst Technol 73:275–278Google Scholar
  4. 4.
    Hu N, Pavlou PA, Zhang J (2006) Can online reviews reveal a product’s true quality? Empirical findings and analytical modeling of online word-of-mouth communication. In: Chuang J, Pennock DM (eds) Proceedings of the 7th ACM conference on electronic commerce, Ann Arbor, Michigan, 11–15 June 2006. ACM Press, New York, NY 46:324–330Google Scholar
  5. 5.
    Hair JF, Anderson RE, Tatham RL, Black WC (1998) Multivariate data analysis, 5th edn. Upper Saddle River 13:36–38Google Scholar
  6. 6.
    Krishnan BC, Hartline MD (2001) Brand equity: is it more important in services? J Serv Market 15(5):328–342CrossRefGoogle Scholar
  7. 7.
    Lim KH, Sia CL, Lee MK, Benbasat I (2006) Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. J Manage Inf Syst 23(2):233–266CrossRefGoogle Scholar
  8. 8.
    Nelson P (1974) Adervertising as information. J Political Econ 82(4):729–754CrossRefGoogle Scholar
  9. 9.
    Park C, Lee TM (2009) Information direction, website reputation and eWOM effect: a moderating role of product type. J Busi Res 62(1):61–77CrossRefGoogle Scholar
  10. 10.
    Spreng Richard A, MacKenzie SB, Olshavsky RW (1996) Reexamination of the determinants of consumer satisfaction. J Market 60:15–32CrossRefGoogle Scholar
  11. 11.
    Sundaram DS, Mitra K, Webster C (1998) Word-of-mouth communications: a motivational analysis. Adv Consumer Res 25:527–531Google Scholar
  12. 12.
    Senecal S, Nantel J (2004) The influence of online product recommendations on consumers’ online choices. J Retail 80:159–169CrossRefGoogle Scholar
  13. 13.
    Picazo-Vela S, Chou S-Y, Melcher A-J, Pearson J-M (2010) Why provide an online review? An extended theory of planned behavior and the role of big-five personality traits. Comput Hum Behav 26:685–696CrossRefGoogle Scholar
  14. 14.
    Moldovan S, Goldenberg J, Chattopadhyay A (2011) The different roles of product originality and usefulness in generating word-of-mouth. Int J of Res Market 28:109–119CrossRefGoogle Scholar
  15. 15.
    Henning-Thurau T, Gwinner KP, Walsh G, Gremler DD (2004) Electronic word of mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet. J Interactive Market 18(1):38–52CrossRefGoogle Scholar
  16. 16.
    Hsieh Y-C, Chiu H-C, Chiang M-Y (2005) Maintaining a committed online customer: a study across search-experience-credence products. J Retail 81:75–82CrossRefGoogle Scholar

Copyright information

© Springer-Verlag London 2013

Authors and Affiliations

  1. 1.School of Economy and ManagementXidian UniversityXi’anChina

Personalised recommendations