TY - GEN
T1 - The effect of online word-of-mouth in electronic markets
T2 - 2011 18th Annual International Conference on Management Science and Engineering, ICMSE 2011
AU - Xiu-He, Yu
AU - Xi-Tong, Guo
AU - Qi-Yan, Yao
N1 - Publication details (e.g. title, author(s), publication statuses and dates) are captured on an “AS IS” and “AS AVAILABLE” basis at the time of record harvesting from the data source. Suggestions for further amendments or supplementary information can be sent to <a href="mailto:[email protected]">[email protected]</a>.
PY - 2011
Y1 - 2011
N2 - Feedback profiles could affect both prices and the probability of sales. However, cultural mindset interprets the online feedback differently, which is likely to result in the variation of online trading behavior. The previous studies have been long downplayed in the online trading behavior. With the growing amount of Chinese E-Commerce, we ask whether the western e-commerce model works in the Chinese Context. This study attempts to explore and compare the effect of online word-of-mouth on trust building, and price premium in Chinese and U.S. Contexts. We propose that collectivism would increase the buyer's reliance on the feedback profile. Risk avoidance moderates the association between information of feedback profile and price premium. Structural equation model and regression techniques will be employed to analyze the data collected from online auctions and questionnaires. Future research opportunities are identified. © 2011 IEEE.
AB - Feedback profiles could affect both prices and the probability of sales. However, cultural mindset interprets the online feedback differently, which is likely to result in the variation of online trading behavior. The previous studies have been long downplayed in the online trading behavior. With the growing amount of Chinese E-Commerce, we ask whether the western e-commerce model works in the Chinese Context. This study attempts to explore and compare the effect of online word-of-mouth on trust building, and price premium in Chinese and U.S. Contexts. We propose that collectivism would increase the buyer's reliance on the feedback profile. Risk avoidance moderates the association between information of feedback profile and price premium. Structural equation model and regression techniques will be employed to analyze the data collected from online auctions and questionnaires. Future research opportunities are identified. © 2011 IEEE.
KW - culture
KW - electronic markets
KW - price premiums
KW - trust
KW - word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=83455173189&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-83455173189&origin=recordpage
U2 - 10.1109/ICMSE.2011.6069939
DO - 10.1109/ICMSE.2011.6069939
M3 - RGC 32 - Refereed conference paper (with host publication)
SN - 9781457718861
T3 - International Conference on Management Science and Engineering - Annual Conference Proceedings
SP - 34
EP - 40
BT - 2011 International Conference on Management Science and Engineering, ICMSE 2011 - 18th Annual Conference Proceedings
Y2 - 13 September 2011 through 15 September 2011
ER -