Exploration on the Mechanisms of OPR Features on Consumers’ Information Adoption Decisions in E-commerce Environment

Purpose/Significance Based on the information adoption model and information systems success model, this paper examines how online product review (OPR) characteristics impact online consumers’ information adoption decisions. Design/Methodology Experiments are conducted to collect data. PLS-SEM are used to analyze the data and verify the proposed research model. Conclusions/Findings The results indicate that helpfulness indicator has positive impacts on OPR diagnosticity, structured format has positive effects on ease of use, ease of use impacts OPR diagnosticity positively, and both ease of use and the diagnosticity have positive impacts on OPR adoption decisions. However, the moderating effect of cognitive need is insignificant on the relationship between helpfulness indicator and diagnosticity, and the relationship between ease of use and diagnosticity.