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Research on How the Consistent and Contradictory Online Reviews Affect Consumer Information Adoption——Based on the Mediating Effects of Perceived Usefulness and the Moderating Effects of Self-efficacy
Received date: 2016-08-26
Revised date: 2016-11-09
Online published: 2016-11-20
[Purpose/significance] Based on reviews valence, dividing the dynamic changes from the initial comments to additional comments into the consistent online reviews and contradictory online reviews, binding information adoption model to research the effects of different types of changes adopted by consumer information adoption, this paper established the research model and conducts research. [Method/process] The paper took the initial comments and additional comments of sports shoes on the Taobao.com as an example to conduct empirical research. Four groups of questionnaires were designed by means of experiment. The questionnaire data were analyzed by SPSS 21.0 software. [Result/conclusion] The results showed that, compared with the consistent online reviews, consumers think that contradictory online reviews have stronger perceived usefulness, two types changes of comments act on consumer information adoption by the perceived usefulness and the self-efficacy will adjust consumer's perceived usefulness to the online reviews.
Wang Jun , Zhou Shuling . Research on How the Consistent and Contradictory Online Reviews Affect Consumer Information Adoption——Based on the Mediating Effects of Perceived Usefulness and the Moderating Effects of Self-efficacy[J]. Library and Information Service, 2016 , 60(22) : 94 -101 . DOI: 10.13266/j.issn.0252-3116.2016.22.014
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