Examining Interaction Effects of Online Review Type and Product Type on Argument Quality and Review Adoption：Multi-group Analysis in Partial Least Squares (PLS) Path Modeling
Examining Interaction Effects of Online Review Type and Product Type on Argument Quality and Review Adoption：Multi-group Analysis in Partial Least Squares (PLS) Path Modeling
- 주제(키워드) Attribute-Centric Reviews , Benefit-Centric Reviews , Search Product , Experience Product , Argument Quality , Perceived Informativeness , Perceived Persuasiveness , Review Adoption , Cognitive Fit Theory , Multi-Group Analysis , Partial Least Squares Path Modeling
- 발행기관 아주대학교
- 지도교수 강민철
- 발행년도 2017
- 학위수여년월 2017. 2
- 학위명 석사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000024432
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Argument quality has become an important variable that promotes consumers’ decision making in online reviews, which has two dimensions are perceived informativeness and perceived persuasiveness. This study is to understand the effect of two dimensions of argument quality on review adoption. Moreover, there has been little research assessing the impact the interaction effect of review type by product type on message processing. Based on these constructs, this paper investigates the interaction impact of different product type by different review type on argument quality and review adoption with cognitive fit theory. We conducted an experiment design to compare the influence of online reviews displayed in four types of information: attribute-centric reviews with search products, attribute-centric reviews with experience products, benefit-centric reviews with search products, and benefit-centric reviews with experience products. Based on the multi-group analysis result, we found that for the attribute-centric reviews, search products have a better fit than experience products between the relationship of perceived informativeness and perceived persuasiveness, as well betweent the relationship of perceived informativeness and review adoption; Experience products have a better fit than search products between the relationship of perceived persuasiveness and review adoption. While for the benefit-centric reviews, search products and experience products have no significant difference for any relationship. The results make a contribution to understand the information adoption model with different review types and product types. We found perceived persuasiveness has a mediating effect between perceived informativeness and review adoption. In addition, we provide helpful evidence for the management of shopping websites using product recommendation reviews.
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LIST OF FIGURES VI
LIST OF TABLES VII
1. INTRODUCTION １
1.1 RESEARCH BACKGROUND １
1.2 RESEARCH PURPOSE AND RESEARCH QUESTION ３
1.3 RESEARCH PROCEDURE ４
2. LITERATURE REVIEW ４
2.1 DUAL-PROCESS THEORY AND INFORMATION ADOPTION ４
2.2 REVIEW TYPE: ATTRIBUTE-CENTRIC VS. BENEFIT-CENTRIC ６
2.3 PRODUCT TYPE: SEARCH GOODS VS. EXPERIENCE GOODS ６
2.4 ARGUMENT QUALITY ７
2.5 COGNITIVE FIT THEORY ８
3. RESEARCH MODEL AND HYPOTHESES 13
3.1 RESEARCH MODEL 13
3.2 ARGUMENT QUALITY TO REVIEW ADOPTION 14
3.3 INTERACTION EFFECT OF REVIEW TYPE BY PRODUCT TYPE 15
4. RESEARCH METHODOLOGY 16
4.1 SELECTION OF PRODUCTS 16
4.2 SELECTION OF REVIEWS 16
4.3 PARTICIPANTS 17
4.4 EXPERIMENTAL PROCEDURES 17
5. DATA ANALYSIS AND RESULTS 22
5.1 DATA ANALYSIS 22
5.2 ANALYSIS RESULTS 24
5.2.1 MEASUREMENT MODEL 24
5.2.2 STRUCTURAL MODEL 29
5.2.3 MODERATING EFFECT ANALYSIS 31
5.2.4 MEDIATING EFFECT ANALYSIS 34
6. DISCUSSIONS AND CONCLUSION 38
6.1 RESEARCH FINDINGS 38
6.2 LIMITATIONS AND FUTURE RESEARCH 40
7. IMPLICATIONS 41
7.1 THEORETICAL IMPLICATIONS 41
7.2 PRACTICAL IMPLICATIONS 42
REFERENCES 43
APPENDIX A_EFA TEST_SPSS 50
APPENDIX B_REVIEW TYPE_ENGLISH 51
APPENDIX C. QUESTIONNAIRES_ENGLISH 57
APPENDIX D_REVIEW TYPE_CHINESE 59
APPENDIX E_CHINESE SURVEY 61
