[雙語翻譯]網(wǎng)上購物外文翻譯--基于信任度的在線消費者評論對消費者購買意愿的影響（節(jié)選）

1、4000 英文單詞， 英文單詞，22500 英文字符，中文 英文字符，中文 6940 字文獻出處： 文獻出處：Lee J, Park D, Han I. The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls[J]. Internet

2、 Research, 2011, 21(2):187-206(20).The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping mallsJumin Lee，Do-Hyung Park，Ingoo HanAbstractPurpose – With

3、 the increasing influence of online consumer reviews (OCRs) on a consumer’s decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objective

4、s: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers’ purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective.

5、Design/methodology/approach – The data for this study are obtained from a two-way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In additio

6、n, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers’ purchase intentions.Findings – The results show that OCRs are more influenced by trust

7、in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers’ purchase inte

8、ntions influenced by OCRs are more favorable than those influenced by OEAs.Originality/value – This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the in

9、terpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this stud

10、y could aid in the development of an e-commerce strategy using OCRs.Keywords：Electronic commerce, Consumers, Perception, Trust, Internet1. IntroductionWith the exponential growth of e-commerce, consumers create a huge am

11、ount of information, which influences other consumers (Brown and Reingen, 1987; Chatterjee, 2001; Chen and Xie, 2008;Dellarocas,2003;Godes and Mayzlin, 2004). Recent evidence suggests that consumer-created information ha

12、s become a rather important influence for consumer behavior such as purchase decisions. Online consumer reviews (OCRs) are part of consumer-created information by web site users who have already bought the target product

13、. OCRs contain information and recommendations of the products from the consumer’s perspective (Park et al., 2007). Recent studies have investigated OCRs as electronic word-of-mouth (eWOM) that influences consumer behavi

14、or (Brown and Reingen, 1987; Chatterjee, 2001; Chen and Xie, 2008). For example, people make purchasing decisions based on consumer-created information over the Internet (Godes and Mayzlin, 2004) and rely on Internet pos

15、tings to make decisions that range from which movie to watch to which stocks to invest in (Dellarocas, 2003).Online sellers have discovered the effect of OCRs and are trying to use these OCRs to advertise in online shopp

16、ing malls as consumer endorsements that have been used in advertisements in other media, such as television and radio (Fireworker and Friedman, 1977; Friedman and Friedman, 1979; Frieden, 1984). Consumer endorsement is a

17、 useful advertising summary and discussion, as well as implications for future research.2. Literature reviewsDeutsch and Gerard (1955) introduced two types of social influence – normative and informational influences. Wh

18、ile a normative influence occurs when people conform to the expectations of others, an informational influence is the tendency to accept information from others as an indicator of reality. Individuals may either seek inf

19、ormation from knowledgeable others, for example, through OCRs, or make references based on an observation of the behavior of other people or groups (Park and Lessig, 1977). In the Internet environment, consumers do not n

20、eed to conform to the expectations of others when making a purchase, and they all have informational influence that enables them to make good decisions (Dholakia et al., 2002). Therefore, an informational rather than a n

21、ormative influence is expected to play a central role in influencing the purchasing decision of individuals (Huang and Chen, 2006). This study focuses on informational influences.2.1 Order of information presentation and

22、 the primacy effectOnline shopping malls have a general rule of information arrangement. The product picture is located at the top and the advertisement including product details and OCRs follows sequentially. The order

23、in which a consumer receives and processes information may affect the impact of the message because information is processed sequentially over time (Crowley and Hoyer, 1994). The primacy effect reveals that information t

24、hat is presented earlier is more persuasive (Asch, 1952). Moreover, primacy effects have been observed not only in the position of information but also in the content of advertisements (Petty and Wegener, 1998). Accordin

25、g to the primacy effect, placing online consumer reviews first on the web page may be wise because the recommendation may form a first impression and attract the users on the basis of what is presented first. Consistent

26、with this view, the anchoring and adjustment hypothesis (Alba et al., 1991) also suggests that an initial positive attribute establishes an “anchor” for subsequent evaluation. In online shopping malls, a product’s first

27、impression is more positive when sellers use OCRs in their product advertisement (OEAs) rather than presenting it later, after product information (OCRs).2.2 Credibility and challenges of online consumer reviewsConsumer

28、endorsement in advertisements is of three types: celebrity, expert, and typical consumer endorsements (Fireworker and Friedman,1977; Kelman,1961; Friedman and Friedman, 1979). The endorsers are persuaded through the info

29、rmal influence of the process of internalization (Fireworker and Friedman, 1977; Kelman, 1961; McGuire, 1969). Internalization occurs when the receiver adopts an attitude because it is useful for the solution of a proble

30、m or is demanded by his or her value system. Further, internalization occurs if reference groups are considered credible (McGuire, 1969). Consistent with this view, information from high-credibility sources is likely to

31、be more easily accepted (Bearden and Etzel, 1982). Credibility includes expertise and trustworthiness (Hovland et al., 1953). Expertise is defined as the perceived ability of the source to make valid assertions, and trus

32、tworthiness is defined as the perceived willingness of the source to make valid assertions (Hovland and Weiss, 1951-1952). The model indicates that sources exhibiting expertise and trustworthiness are credible and persua

33、sive (Atkin and Block, 1983; Kamen et al., 1975; Klebba and Unger, 1983). Further, trustworthiness positively influences consumer attitudes toward a brand, consumer intentions, and their purchase behaviors (Lascu et al.,