ABSTRACT

With the rapid E-commerce growth and changes in consumers’ behaviors, many businesses are forced to adapt their business model to match their target customers’ needs. To provide consumers with more product details and increase their confidence in making online purchases, online businesses offer online reviews as an alternative to customers physically interacting with a product. Although consumers have become familiar with the use of online product reviews, many aspects of users’ perceptions of online reviews are still not well understood. This study explores the factors underlying the intention of Thai consumers to use online reviews when considering purchasing an item. The study results provide insight into the factors that affect consumers’ use of online reviews prior to a purchase. This study furthers the body of knowledge that deals with online reviews and system use, providing results that allow E-businesses to adapt their business model to better fit consumers’ expectations.

摘要

随着电子商务的快速增长和消费者行为的变化，许多企业被迫调整其商业模式以满足目标客户的需求。为了向消费者提供更多产品细节并增强他们进行在线购买的信心，在线企业提供在线评论作为客户与产品进行物理交互的替代方案。尽管消费者已经熟悉了在线产品评论的使用，但用户对在线评论的感知的许多方面仍然没有得到很好的理解。本研究探讨了泰国消费者在考虑购买商品时使用在线评论的意图背后的因素。研究结果提供了对影响消费者在购买前使用在线评论的因素的洞察。