SEQUENTIALITY OF PRODUCT REVIEW INFORMATION PROVISION: AN INFORMATION FORAGING PERSPECTIVE
时 间：2017年10月23日星期一上午10:00—11:30
地 点：体育外围平台APP紫金港校区行政楼1002会议室
主讲人： Mengxiang Li, Hong Kong Baptist University
主持人：黄鹂强副教授，体育外围平台APP
摘 要:
The literature highlights the importance of product review information to a consumer, but limited knowledge exists on the provision of such information in a shopping website. This research uses information foraging theory (IFT) to determine how to provide product reviews. Product reviews differ according to whether the content is mainly on product attributes (i.e., attribute-oriented product reviews) or usage experience (i.e., usage-oriented product reviews). Two empirical studies were conducted. Study 1 examined consumer information diet for product reviews using the think-aloud approach. The findings were extended to Study 2 through a field experiment, in which different patches of product reviews were purposefully and sequentially given in accordance with the consumer information diet for product reviews. Results revealed that an online shopping website could offer varying genres of product reviews at different junctures to enhance consumers’ decision-making performance.
主讲人简介：
Mengxiang Li is an assistant professor of Information Systems at Hong Kong Baptist University. He has coauthored in leading journals, such as MIS Quarterly and Journal of Management Information Systems. His current research interests include the business information systems and analytics, digital commerce, innovation and IT implementation, and NeuroIS.
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