IC5e 2015

International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance 2015

 


IC5e 2015 Kokula Krishna Hari K
Publication Meta Value
Short Title IC5e 2015
Publisher ASDF, India
ISBN 13 978-81-929742-8-6
ISBN 10 81-929742-8-6
Language English
Type Hard Bound - Printed Book
Copyrights IC5e Organizers / DCRC, London, UK
Editor-in-Chief Kokula Krishna Hari K
Conference Dates 24 - 25, July 2015
Venue Country London, United Kingdom
Submitted Papers 417
Acceptance Rate 4.31%
Website www.ic5e.org

Paper 009


Empirical Research on the Effect of Online Product Recommendations on Consumers’ Shopping Efficiency

Empirical Research on the Effect of Online Product Recommendations on Consumers’ Shopping Efficiency

Hanyang Luo1, Fangfang Zhang1, Jing Liu1, Xin Li1

1College of Management, Shenzhen University, Shenzhen, China

Abstract

Online product recommendations (OPRs), which include provider recommendations (PRs) and consumer reviews (CRs), are widely used in e-business to improve consumers' shopping efficiency, which consists of product screening efficiency and product evaluation efficiency. We construct a research model to explore the effect of perceived quality of OPRs on consumers’ shopping efficiency and the moderating role of product type, which usually includes search and experience product. Using an online questionnaire survey with 174 valid participants, our findings provide strong support for the proposed model. The empirical results reveal that higher perceived quality of OPRs is associated with higher consumer shopping efficiency. What’s more, the impact of perceived quality of PRs on screening efficiency is stronger for experience products than for search products, but the effect of perceived quality of CRs on screening efficiency is stronger for search products than for experience products. However, the moderating effect of product type on the relationship between perceived quality of OPRs and evaluation efficiency is not significant.

Author's Profile

Hanyang Luo : Profile

Fangfang Zhang : Profile

Jing Liu : Profile

Xin Li : Profile

Cite this Article as Follows

Hanyang Luo, Fangfang Zhang, Jing Liu, Xin Li. “Empirical Research on the Effect of Online Product Recommendations on Consumers’ Shopping Efficiency.” International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance (2015): 88-92. Print.