Author: Yu Tat Wai (ESCE)
Online consumer product review is becoming increasingly important in consumers' purchase decisions. Online product review is a sort of product information created by users based on their personal usage experience. It basically serves as a passive “sales assistant” for information seeker, the customer, to check if the product matches her idiosyncratic usages. In the context of product information seeking online, this paper investigates the effects on online consumer behavior from the TAM perspective. A structural equation model (SEM) on our empirical data confirms the theoretical model on online product review with considerations of information quality. Thus, it provides a more vigorous supports with perspectives from consumer behavior.