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 Examining Factors Affecting Online Review Helpfulness in The Context of Vietnam: The Role of Review Characteristics.
Tác giả hoặc Nhóm tác giả: Dinh Thi Le Tram, Chu My Giang
Nơi đăng: . Proceeding of International Conference MICA (Marketing In the Connected Age), ISBN: ISBN: 978-604-84-3471-7; Số: October 6th, 2018;Từ->đến trang: 135-145;Năm: 2018
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
This paper explores a kind of electronic word-of-mouth (e-WOM), the online consumer review (OCR). It has increasingly become important sources of information that help consumers in their decision-making since flourished e-commerce. In the recent years, OCRs have become an important information source that allow consumers to search for detailed and reliable information by sharing past consumption experiences (Gretzel, 2011; Fesenmaier et al., 2008; Yoo & Gretzel, 2008). In a sense, E. Brynjolfsson et al. (2003) has found that 64% of the online shoppers spend 10 min or more reading reviews and 68% of the online shoppers read at least four product reviews before purchasing. It has caused information overload, making it difficult for consumers to choose reliable reviews. J.R. Bettman et al., (1998) have indicated that 78% of participants in 26,000 participants trust recommendations from other consumers. Consumers seek more detailed product information from OCRs written by others because they find it difficult to make purchase decisions based on information provided by sellers when buying products from an online retail market. To succeed it is important for an online retail market to lead product reviewers to write more helpful reviews, and for consumers to get helpful reviews more easily by figuring out the factors determining the helpfulness of online reviews (Hyunmi Baek et al., 2012). By conceptualizing the online review helpfulness regards the peer-generated product evaluation that facilitates the consumer’s purchase decision process. Online review helpfulness plays an increasingly important role in consumers' online shopping behavior. The aim of this study is to explore the factors that influence online review helpfulness while individuals gained review characteristics including readability, length rating, content, and sentiment in the context of Vietnam with social and cultural specificities that make a difference. The second-data will be collected from Vietnam e-commerce sites such as Lazada.vn and Tiki.vn sites. A total of 30000 reviews expect to receive for data analysis. The results of the data analysis will support several findings: (1) the review characteristics including rating, sentiment, length, readability, and content may significantly influence online review helpfulness. (2) Rating is a significant variable affects review sentiment.. These findings provide insights for both academics and practitioners regarding the potential implications, which serve as new perspectives for researchers and online market owners to understand what determinants factors on e-commerce sites may affect online review helpfulness and leads to customer decision-making.
ABSTRACT
This paper explores a kind of electronic word-of-mouth (e-WOM), the online consumer review (OCR). It has increasingly become important sources of information that help consumers in their decision-making since flourished e-commerce. In the recent years, OCRs have become an important information source that allow consumers to search for detailed and reliable information by sharing past consumption experiences (Gretzel, 2011; Fesenmaier et al., 2008; Yoo & Gretzel, 2008). In a sense, E. Brynjolfsson et al. (2003) has found that 64% of the online shoppers spend 10 min or more reading reviews and 68% of the online shoppers read at least four product reviews before purchasing. It has caused information overload, making it difficult for consumers to choose reliable reviews. J.R. Bettman et al., (1998) have indicated that 78% of participants in 26,000 participants trust recommendations from other consumers. Consumers seek more detailed product information from OCRs written by others because they find it difficult to make purchase decisions based on information provided by sellers when buying products from an online retail market. To succeed it is important for an online retail market to lead product reviewers to write more helpful reviews, and for consumers to get helpful reviews more easily by figuring out the factors determining the helpfulness of online reviews (Hyunmi Baek et al., 2012). By conceptualizing the online review helpfulness regards the peer-generated product evaluation that facilitates the consumer’s purchase decision process. Online review helpfulness plays an increasingly important role in consumers' online shopping behavior. The aim of this study is to explore the factors that influence online review helpfulness while individuals gained review characteristics including readability, length rating, content, and sentiment in the context of Vietnam with social and cultural specificities that make a difference. The second-data will be collected from Vietnam e-commerce sites such as Lazada.vn and Tiki.vn sites. A total of 30000 reviews expect to receive for data analysis. The results of the data analysis will support several findings: (1) the review characteristics including rating, sentiment, length, readability, and content may significantly influence online review helpfulness. (2) Rating is a significant variable affects review sentiment.. These findings provide insights for both academics and practitioners regarding the potential implications, which serve as new perspectives for researchers and online market owners to understand what determinants factors on e-commerce sites may affect online review helpfulness and leads to customer decision-making.
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