Studies Conducted at J. Lee et al on Internet Research Recently Published.(Report)

According to the authors of recent research from Seoul, South Korea, "With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective."

"Design/methodology/approach - The data for this study are obtained from a two-way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions. The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers' purchase intentions influenced by OCRs are more favorable than those influenced by OEAs. Originality/value - This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls," wrote J. Lee and colleagues.

The researchers concluded: "Moreover, the results of this study could aid in the development of an e-commerce strategy using OCRs."

Lee and colleagues published their study in Internet Research (The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls An advertising perspective. Internet Research, 2011;21(2):187-206).

For additional information, contact J. Lee, Kyung Hee Cyber University, Dept. of E Business, Seoul, SOUTH KOREA.

Publisher contact information for the journal Internet Research is: Emerald Group Publishing Limited, Howard House, Wagon Lane, Bingley BD16 1WA, W Yorkshire, England.

Keywords: City:Seoul, Country:South Korea, Region:Asia

This article was prepared by Marketing Weekly News editors from staff and other reports. Copyright 2011, Marketing Weekly News via VerticalNews.com.