Nhận thức của người tiêu dùng về đánh giá sản phẩm và dịch vụ trực tuyến

Hyun‐HwaLee1, YoonJin Ma2
1College of Human Ecology, Inha University, Incheon, South Korea
2Illinois State University, Normal, Illinois, USA

Tóm tắt

Mục đíchĐánh giá của người tiêu dùng trực tuyến đóng một vai trò quan trọng trong việc ảnh hưởng đến quyết định mua hàng của người tiêu dùng bằng cách cung cấp một lượng thông tin phong phú về sản phẩm và dịch vụ. Được xây dựng trên cơ sở lý thuyết giảm thiểu sự không chắc chắn, mục đích của bài báo này là xem xét nhận thức của người tiêu dùng về các đánh giá sản phẩm trực tuyến và ảnh hưởng của chúng đến thái độ và hành vi sử dụng của người tiêu dùng liên quan đến các đặc điểm cá nhân.Thiết kế/phương pháp nghiên cứuDữ liệu đã được thu thập ngẫu nhiên từ 1.930 người dùng đánh giá sản phẩm trực tuyến tại Mỹ thông qua một khảo sát trực tuyến.Kết quảCác nhà nghiên cứu đã phát hiện ra rằng người tiêu dùng cảm nhận được cả lợi ích và chi phí từ các đánh giá sản phẩm trực tuyến, và rằng cả lợi ích và chi phí đều ảnh hưởng đến thái độ của người tiêu dùng đối với các đánh giá sản phẩm trực tuyến cũng như hành vi sử dụng chúng. Các đặc điểm cá nhân – sự tự tin trong quy trình tiếp nhận thông tin và sự nhạy cảm của người tiêu dùng đối với ảnh hưởng từ người khác – được chứng minh có vai trò quyết định trong việc nhận thức các đánh giá sản phẩm trực tuyến.Giá trị/đặc sắcCác kết quả cung cấp cái nhìn sâu sắc cho các nhà bán lẻ và các nhà tiếp thị về cách họ có thể sử dụng các đánh giá của người tiêu dùng cho sản phẩm hoặc dịch vụ của họ nhằm cải thiện hiệu quả kinh doanh.

Từ khóa


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