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postgraduate thesis: Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior

TitleDesign of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior
Authors
Issue Date2015
PublisherThe University of Hong Kong (Pokfulam, Hong Kong)
Citation
Qu, L. [曲连壮]. (2015). Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5387991
AbstractTo 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.
DegreeDoctor of Philosophy
SubjectElectronic commerce
Consumer behavior
Word-of-mouth advertising
Dept/ProgramBusiness
Persistent Identifierhttp://hdl.handle.net/10722/208578

 

DC FieldValueLanguage
dc.contributor.authorQu, Lianzhuang-
dc.contributor.author曲连壮-
dc.date.accessioned2015-03-13T01:44:01Z-
dc.date.available2015-03-13T01:44:01Z-
dc.date.issued2015-
dc.identifier.citationQu, L. [曲连壮]. (2015). Design of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Retrieved from http://dx.doi.org/10.5353/th_b5387991-
dc.identifier.urihttp://hdl.handle.net/10722/208578-
dc.description.abstractTo 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.-
dc.languageeng-
dc.publisherThe University of Hong Kong (Pokfulam, Hong Kong)-
dc.relation.ispartofHKU Theses Online (HKUTO)-
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.rightsThe author retains all proprietary rights, (such as patent rights) and the right to use in future works.-
dc.subject.lcshElectronic commerce-
dc.subject.lcshConsumer behavior-
dc.subject.lcshWord-of-mouth advertising-
dc.titleDesign of electronic word-of-mouth systems pays : effects of layout of online product review webpages on consumer purchase behavior-
dc.typePG_Thesis-
dc.identifier.hkulb5387991-
dc.description.thesisnameDoctor of Philosophy-
dc.description.thesislevelDoctoral-
dc.description.thesisdisciplineBusiness-
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.5353/th_b5387991-

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