Credibility cues in online shopping: an examination of corporate credibility, retailer reputation, and product review credibility
Credibility cues in online shopping: an examination of corporate credibility, retailer reputation, and product review credibility
复制标题
网上购物的可信度线索：企业可信度、零售商声誉和产品评论可信度的检查
DOI：
10.1504/ijima.2012.047425
复制
发表时间：
2012
影响因子：
1.1
通讯作者：
S. Choi
中科院分区：
文献类型：
--
作者：
S. Kim;S. Choi
本研究运用线索利用理论，探讨可信度线索对消费者网上行为的影响。具体而言，该研究探讨，在网上购物的情况下，企业信誉，网上零售商的声誉，和网上消费者的产品审查信誉的信号线索的影响。本实验研究的结果表明，三种类型的可信度线索的影响不同的三种类型的消费者的反应-感知的产品质量，感知的风险，和购买意愿。特别是，在线零售商的声誉似乎是最重要的线索，在网上购物的背景下，影响所有三个消费者的反应。研究结果还显示，消费者对企业信誉的看法是决定消费者购买意愿和对产品质量看法的重要线索。然而，存在一个辅助线索，降低风险的看法-消费者的信誉的看法，网上产品的评论所创造的另一个消费者。
Using cue utilisation theory, this study investigates the effects of credibility cues on consumer behaviour online. Specifically, the study examines, in an online shopping context, the impact of the signalling cues of corporate credibility, online retailer reputation, and online consumer product review credibility. Results of this experimental study suggest that the effects of three types of credibility cues vary across the three types of consumer responses – perception of product quality, perception of risk, and purchase intention. In particular, an online retailer’s reputation appeared to be the most significant cue in the online shopping context, affecting all three consumer responses. The findings also revealed that a consumer’s perception of corporate credibility was an important cue in determining the consumer’s purchase intention and perception of product quality. Nevertheless, an ancillary cue exists that reduces risk perception – the consumer’s credibility perception of an online product review created by another consumer.
影响因子：
7
作者：
McKnight, DH;Choudhury, V;Kacmar, C
通讯作者：
Kacmar, C