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1、The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping mallsAn advertising perspectiveJumin Lee Department of E-business, Kyung Hee Cyber University, Seou

2、l, Republic of Korea Do-Hyung Park LG Electronics Inc., Seoul, Republic of Korea, and Ingoo Han KAIST Business School, Seoul, Republic of KoreaAbstractPurpose – With the increasing influence of online consumer reviews (O

3、CRs) 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 objectives: first, to investigate the effects of two types of (O

4、CRs vs OEAs) on consumers’ purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective.Design/methodology/approach – The data for this study a

5、re 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 addition, PLS test is used to understand the underlying effect

6、s 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 in online shopping malls than OEAs. The greater the per

7、ceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers’ purchase intentions influenced by OCRs are more favorable than those

8、 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 interpersonal online trust perspective. For practitioners,

9、 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 study could aid in the development of an e-commerce strategy

10、 using OCRs.Keywords Electronic commerce, Consumers, Perception, Trust, InternetPaper type Research paper1. Introduction With the exponential growth of e-commerce, consumers create a huge amount of information, which inf

11、luences 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 has become a rather important

12、 influence for consumer behavior such as purchase decisions. Online consumer reviews (OCRs)The current issue and full text archive of this journal is available atwww.emeraldinsight.com/1066-2243.htmEffects of customer re

13、views187Internet Research Vol. 21 No. 2, 2011 pp. 187-206 q Emerald Group Publishing Limited 1066-2243 DOI 10.1108/10662241111123766Sellers either quote the entire OCR in the advertisement (e.g., “many people who have bo

14、ught off me from eBay have lost weight with this product. Take a look at the feedback comments taken directly from my feedback pages from people who have lost weight [. . .]”) (Figure 1) or quote them partially (Figure 2

15、). In this paper, OCRs that are used in online advertisements are defined as OCRs embedded in advertisement (OEAs). Several studies have considered OCRs from an information processing perspective (Park et al., 2007; Lee

16、et al., 2008). However, online sellers were unable to ascertain from these studies whether or not the new advertisements using OCRs are more attractive to customers. The key research questions of this study are stated be

17、low:. Do customers process OEAs differently from OCRs depending on the trustworthiness of online shopping malls?. Is it a good idea to use OCRs in online advertisements (OEAs)?. Which environments make the effect of the

18、OEAs better than that of OCRs?The above research questions will be comprehensively addressed throughout the paper. From an analysis of previous research, the predicted answers of the abovementioned questions will be hypo

19、thesized in the experiment. The remainder of this paper is organized in the following manner. The next section describes the literature reviews from informational influence perspectives and trust perspectives. Section 3

20、presents our proposed hypotheses. Sections 4 and 5 explain the experimental design and results of the experiment. The final section presents the research summary and discussion, as well as implications for future researc

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