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Home > Business and Economics > Business and Management > Design of Electronic Word-Of-Mouth Systems Pays: Effects of Layout of Online Product Review Webpages on Consumer Purchase Behavior
Design of Electronic Word-Of-Mouth Systems Pays: Effects of Layout of Online Product Review Webpages on Consumer Purchase Behavior

Design of Electronic Word-Of-Mouth Systems Pays: Effects of Layout of Online Product Review Webpages on Consumer Purchase Behavior


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About the Book

This dissertation, "Design of Electronic Word-of-mouth Systems Pays: Effects of Layout of Online Product Review Webpages on Consumer Purchase Behavior" by Lianzhuang, Qu, 曲连壮, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: To make informed buying decisions, online consumers increasingly turn to online product review systems, or electronic word-of-mouth systems (EWOMSs). Previous studies suggest that EWOMS designs can determine consumer behavior. Even some tiny changes, such as background color or picture, can greatly affect consumers' buying behavior. Hence, it is critical to investigate how designs of EWOMS influence online consumers' buying behavior. This research develops a theoretical model of the effects of EWOMS designs on consumer purchase behavior. We conducted a study using experiments to test and validate the proposed theoretical model. Our findings indicate that online purchase behavior within EWOMSs can be enhanced by three conditions. First, perceived value should be enhanced by a design that ensures that the first review encountered by consumers is positive. Second, confidence in judgment about value should be increased by displaying the most helpful reviews first. Last, consumers' emotional states should be enhanced by using a design that facilitates the processing of reviews. Such a design could further positively impact consumers' confidence. This research not only enhances our understanding of the effects of EWOMS designs but it also contributes to consumer behavior research by studying the effects of confidence in judgment about value. In addition, this research makes important contributions to ecommerce companies, online consumers, and policy makers. DOI: 10.5353/th_b5387991 Subjects: Electronic commerce Consumer behavior Word-of-mouth advertising


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Product Details
  • ISBN-13: 9781361369104
  • Publisher: Open Dissertation Press
  • Publisher Imprint: Open Dissertation Press
  • Height: 279 mm
  • No of Pages: 268
  • Sub Title: Effects of Layout of Online Product Review Webpages on Consumer Purchase Behavior
  • Width: 216 mm
  • ISBN-10: 1361369108
  • Publisher Date: 27 Jan 2017
  • Binding: Hardback
  • Language: English
  • Spine Width: 16 mm
  • Weight: 907 gr


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