Citation

Mitigating Risk in Online Commercial Transactions: The Role of Ratings Information in Determining Ecommerce Credibility, Product Quality, and Purchase Intention

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Although extremely popular, electronic commerce transactions often lack information that has traditionally served to ensure trust and credibility among exchange partners. The emergence of digital technologies enabling greater information dissemination, however, has created new forms of “digital word-of-mouth” via peer-to-peer information sharing tools, which offer new potential for determining information quality and credibility. To understand people’s perceptions of the credibility of commercial information online and the factors they find important in their evaluation of such information, a nationally representative survey and quasi-experiment were conducted. Survey results show that consumers rely heavily on ratings to evaluate the credibility of online commercial information. Experimental results indicate that ratings are positively associated with perceptions of product quality and purchase intentions. However, people attend to aggregate product ratings, but not to the number of ratings, when evaluating the quality of products sold online, indicating suboptimal processing and use of ratings information. Implications of these findings for ecommerce consumers, vendors, and scholars are discussed.

Most Common Document Word Stems:

rate (189), product (159), inform (142), credibl (82), consum (80), qualiti (68), purchas (67), onlin (63), review (47), research (45), averag (39), intent (38), user (36), ecommerc (32), commerci (32), risk (32), star (31), journal (31), perceiv (29), peopl (29), indic (28),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p491677_index.html
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MLA Citation:

Flanagin, Andrew., Metzger, Miriam., Pure, Rebekah., Markov, Alex. and Hartsell, Ethan. "Mitigating Risk in Online Commercial Transactions: The Role of Ratings Information in Determining Ecommerce Credibility, Product Quality, and Purchase Intention" Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA, May 25, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p491677_index.html>

APA Citation:

Flanagin, A. , Metzger, M. , Pure, R. A., Markov, A. and Hartsell, E. , 2011-05-25 "Mitigating Risk in Online Commercial Transactions: The Role of Ratings Information in Determining Ecommerce Credibility, Product Quality, and Purchase Intention" Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p491677_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Although extremely popular, electronic commerce transactions often lack information that has traditionally served to ensure trust and credibility among exchange partners. The emergence of digital technologies enabling greater information dissemination, however, has created new forms of “digital word-of-mouth” via peer-to-peer information sharing tools, which offer new potential for determining information quality and credibility. To understand people’s perceptions of the credibility of commercial information online and the factors they find important in their evaluation of such information, a nationally representative survey and quasi-experiment were conducted. Survey results show that consumers rely heavily on ratings to evaluate the credibility of online commercial information. Experimental results indicate that ratings are positively associated with perceptions of product quality and purchase intentions. However, people attend to aggregate product ratings, but not to the number of ratings, when evaluating the quality of products sold online, indicating suboptimal processing and use of ratings information. Implications of these findings for ecommerce consumers, vendors, and scholars are discussed.


Similar Titles:
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The Effects of Evidence Type, Peer Opinions, and Information Processing on Consumers’ Perceived Corporate Social Responsibility and Corporate Image in Online Journalism Environment

Consumer Evaluation of Genetic Information Online: The Role of Quality on Attitude and Behavioral Intention


 
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