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

QU Lian-zhuang; GUAN Yi; YAO Xiao-lin

doi:10.14071/j.1008-8105(2021)-5007

Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION) > 2021 > 23(4): 31-37. > DOI: 10.14071/j.1008-8105(2021)-5007

QU Lian-zhuang, GUAN Yi, YAO Xiao-lin. Exploration on the Mechanisms of OPR Features on Consumers’ Information Adoption Decisions in E-commerce Environment[J]. Journal of University of Electronic Science and Technology of China(SOCIAL SCIENCES EDITION), 2021, 23(4): 31-37. DOI: 10.14071/j.1008-8105(2021)-5007

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

Dalian Neusoft University of Information　Dalian　116023　China

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Received Date: April 04, 2021
Available Online: April 09, 2021

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[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.
- OPR features,
- information adoption,
- OPR diagnosticity,
- ease of use

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