دانلود رایگان مقاله لاتین اثر بررسی آنلاین در توضیح در مورد فروش از سایت الزویر
عنوان فارسی مقاله:
اثرات برجسته از بررسی آنلاین تعبیه شده در توضیحات در مورد فروش: تعدیل نقش شهرت
عنوان انگلیسی مقاله:
Saliency effects of online reviews embedded in the description on sales: Moderating role of reputation
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مقدمه انگلیسی مقاله:
1. Introduction
Online reviews have received wide acceptance from most customers along with the growth of e-commerce. Such reviews play an important role in helping potential customers reduce their uncertainty when making purchasing decisions. Therefore, the increasing emphasis on online reviews by customers and sellers has aroused attention in various academic fields. Recently, scholars suggested that online reviews have become a helpful tool for information collection, purchasing decision making, and sales improvement [9,10,13,16,19]. However, the massive number of available online reviews makes them exhausting for customers to read point by point. Information overloading is considered a cause of customer complaints [26]. Therefore, numerous online platforms provide or improve their rating mechanisms to enhance the helpfulness of their online reviews for customers making purchasing decisions. Aside from implementing fixed rating mechanisms in their C2C e-commerce websites, sellers can also design the layout of their product descriptions. Therefore, online sellers have adopted a new way of presenting their online reviews to increase sales. They often combine informative and helpful reviews and then annotate these reviews with some explanations or comments. These reviews are displayed in a salient position on their product description pages to create a scenario in which sellers and customers discuss issues that are relevant to the product features. In this study, online reviews embedded in product descriptions (OED) refer to a bundle of annotated online reviews that sellers integrate into their product descriptions occupying a salient position. Fig. 1 presents a screenshot of an OED in a store in Taobao.com. Most helpful reviews are selected and utilized by online sellers in the heart of their product descriptions. Hence, an enhanced understanding of OED will offer clear benefits to online sellers and customers. Our focus on OED is driven by two major goals. First, OED must be considered relevant in C2C e-commerce settings because of the supplementary branch of online reviews. Second, we must ensure that customers pay attention to OED before the effects of OED on sales performance can be confirmed because not all sellers adopt OED in their e-shops. Although previous studies have shown that customer endorsement can affect the way people trust online transactions [28], these studies did not identify the effect of OED on sales. The relationship between OED and sales performance in an online setting is still not completely explored. Accordingly, this study is directed toward determining experimentally and empirically whether the OED provided by sellers in the related online contexts can affect customer choices. Meanwhile, in an e-commerce context, reputation can be interpreted as a successful signal of a seller's quality to potential
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