Benefit factors in social exchange theory are those results that can provide positive value. believe that word-of-mouth can be regarded as a social exchange behavior, through which consumers provide relevant shopping experience in order to obtain valuable feedback for them, such as pleasure, prestige. The theory believes that the motivation of individual behavior is to maximize the benefit and minimize the cost. The theory of social exchange regards the active behavior between people as a rational behavior to calculate the benefit and loss of individuals. applied the social exchange theory to explore the factors that influence Chinese consumers’ participation in online product reviews. The article will sort out these literatures from the aspects of the generation, consequences and influencing factors of online product reviews.Ģ. Due to the rapid development of e-commerce, researches on online product reviews are increasing. In the research, the concept of online product reviews is defined as a kind of electronic word-of-mouth written and released by consumers on the Internet, which enables people to easily obtain the opinions and personal experiences of different products from unknown individuals. ![]() The multi-dimensional information conveyed by these reviews provides important references for consumers to choose appropriate products. With the popularization of shopping on the Internet, many consumers released their shopping experience on the e-commerce platform which became the online reviews of products.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |