Online Consumer Review in Cross-Border Electronic Commerce
时 间：2017年3月3日（周五）下午 12:00-13:30
地 点：体育外围平台APP紫金港校区行政楼702会议室
主讲人：Dr. Liqiang HUANG, Zhejiang University
摘 要：
This study examines the effects of review valence and review volume on consumers’ purchase behavior in cross-border electronic commerce. Drawing on the information cascades theory and literature on cultural differences, we propose that consumers in different countries varying on individualism and uncertainty avoidance can be differently impacted. The empirical results in Study 1 show that despite both review volume and valence can positively affect the sales; the impacts are diverse under the influence of individualism and uncertainty avoidance. Specifically, the individualism negatively moderates the relationships between review valence and sales; and review volume and sales. As regard to the moderation effect of uncertainty avoidance, the findings show that uncertainty avoidance positively moderates the relationship between review volume and sales, but not on review valence. Going deeper, the finding of Study 2 explores that uncertainty avoidance moderates the joint effect of review valence and review variance on product sales.
主讲人简介：
黄鹂强博士是体育外围平台APP数据科学与管理工程学系老师。主要研究方向为电子商务和移动商务、人机交互和用户体验，以及平台经济和平台治理。曾在信息系统领域国内外期刊上发表多篇论文，担任Journal of Global Information Management期刊副主编。
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数据科学与管理工程学系
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