ABSTRACT

Prior studies have examined into the importance of the effect of online reviews on product sales, the valence of online reviews on decision-making. However, few studies have focused on the informational and normative influences on consumers’ acquisition of information on product review pages, and how those influences affect consumers’ purchasing intent. Through a quantitative survey and an eye-tracking method, the impact of each components of a product review site (informational and normative influences) and their purchasing intentions were measured. The results suggest that the user-interface of a social commerce site should be localized to encourage higher sales conversions. Based on the fixation results, among all the product review page components, Japanese pay more attention to the product description, whereas Americans pay more attention to the product rating, regardless of the product type (hedonic versus utilitarian). Managerial implications include adjusting the positioning of the product review page components differently for their target audience, especially on their product list page where each product has a limited amount of descriptions.

摘要

先前的研究已经研究了在线评论对产品销售影响的重要性，在线评论对决策的效价。然而，很少有研究关注信息和规范对消费者在产品评论页面上获取信息的影响，以及这些影响如何影响消费者的购买意图。通过定量调查和眼动追踪方法，测量了产品评论网站的每个组成部分的影响（信息和规范影响）及其购买意愿。结果表明，社交商务网站的用户界面应该本地化，以鼓励更高的销售转化率。根据固定结果，在所有产品评论页面组件中，日本人更注重产品描述，而美国人更关注产品评级，无论产品类型如何（享乐与功利）。管理意义包括针对目标受众以不同方式调整产品评论页面组件的定位，尤其是在每个产品的描述数量有限的产品列表页面上。