دانلود رایگان مقاله درک محتوای متنی بررسی آنلاین مشتریان در وب سایت B2C

عنوان فارسی
درک محتوای متنی بررسی آنلاین مشتریان در وب سایت های B2C: مقایسه بین فرهنگی بین ایالات متحده و چین
عنوان انگلیسی
Understanding the textual content of online customer reviews in B2C websites: A cross-cultural comparison between the U.S. and China
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
35
سال انتشار
2017
نشریه
الزویر - Elsevier
فرمت مقاله انگلیسی
PDF
کد محصول
E5187
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مدیریت
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تجارت الکترونیک
مجله
کامپیوترها در رفتار انسان - Computers in Human Behavior
دانشگاه
School of Management
کلمات کلیدی
بررسی آنلاین مشتری، محتوای متنی فرهنگی متقابل، تجزیه و تحلیل محتوا
چکیده

Abstract


Understanding the textual content of online customer review (OCR) is very meaningful and previous studies suggested that the cross-cultural differences of OCRs exist. This paper proposes the textual content dimensions of OCRs and compares the differences between Chinese and American cultural contexts by conducting two studies. Based on theoretical analysis, expert advice, and online content analysis, 10 dimensions about the textual content of OCRs were proposed in Study 1, namely, seller trustworthiness, logistics quality, and service quality (seller-related), product functionality, price, product quality, and product aesthetics (product-related), emotional attitudes, recommendation expressions, and attitudinal loyalty (consumer-related). The differences in the proposed 10 dimensions mentioned in OCRs between American and Chinese consumers were statistically compared in Study 2. The data was collected from Amazon.com and Amazon.cn, which included 1565 OCRs of six products. The results show that the Chinese are more likely to mention seller trustworthiness, product functionality, price, product quality, and product aesthetics, while Americans are more likely to mention emotional attitudes and recommendation expressions in OCRs. Implications for theory and practice are discussed.


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