現今台灣人在購買產品前多會先上網搜尋相關評價資訊，其中近年來網路銷售排行榜又為多數消費者會參考的因素。近期網路銷售排行榜逐漸多樣化，除了排名名次外，亦會加上星等評分、評論數量等訊息供消費者參考，而訊息評價的一致性與否也會使消費者對產品評價與排行榜信任度造成影響。然而過去研究雖有探討排行榜名次、星等評分及評論數量對消費者的影響，但多無討論三者之間交互作用的影響以及訊息一致性與否對消費者的意義。
本研究主要在探討排名順序、星等評分、網路評論數量的訊息一致性與否是否會使消費者對產品知覺品質、排行訊息信任度產生影響，並討論評價好且訊息一致性的產品是否會使消費者透過知覺品質與消費者信任度影響後續的購買意願。本研究一共分為兩個實驗，分別為2x2與2x2x2的組間實驗設計。研究結果發現，排名在前時，消費者對訊息一致性的產品其知覺品質與排名信任度會顯著高於訊息不一致的產品；當訊息不一致時，星等評分較高者的知覺品質與信任度會顯著高於星等評分較低的產品；在加入網路評論數量後，發現當訊息不一致時，排名後且星等高的產品其知覺品質與信任度會顯著高於排名前且星等低的產品；而當訊息一致（排名前且星等高）時，消費者感知到好的產品知覺品質與排名信任度時，並不會對後續的購買意願產生影響。
依據兩個實驗的結果，本研究也進一步提出許多實務上的建議與未來的研究方向。

Nowadays, most people in Taiwan often use internet to search the relevant evaluation information before purchasing products, and the online sales rankings have become a factor that most consumers will refer to. In recent years, the online sales rankings have gradually diversified. In addition to the rankings, information such as star ratings and number of reviews will also be added for consumers to refer to. The consistency of the information evaluation will also make consumers evaluate the products and the trust of the rankings information has an impact. However, although past studies have explored the impact of rankings, star ratings, and the number of reviews on consumers, they have not discussed the impact of the interaction between the three and the significance of the consistency of information to consumers.
This study is mainly to explore whether the consistency of the ranking order, star rating, and the number of online reviews will affect consumers’ perception of product quality and ranking information trust, and discuss products with good reviews and consistent information whether effect consumers’ purchase intentions through perceived quality and consumer trust.This study is divided into two experiments, which are 2x2 and 2x2x2 inter-group experimental designs.
The results of the study found that when the product ranked higher, consumers’ perceived quality and ranking trust of it with consistent information will be significantly higher than the product ranked lower with inconsistent information; when the information is inconsistent, the perceived quality and the rank information trust of those with higher star ratings will be significantly higher than the products with lower star ratings; after adding the number of online reviews, it is found that when the information is inconsistent, the perceived quality and ranking trust of products with higher star ratings will be significantly higher than those of the product ranked higher with lower star ratings; when the information is the consistent (ranked higher and higher star rating), when consumers perceive good product perception quality and ranking trust, it will not have an impact on purchase intentions.
Based on the results of the two experiments, this research also puts forward many practical suggestions and future research directions.

論文審定書...................................................................................................i 誌謝.............................................................................................................. ii 中文摘要..................................................................................................... iii 英文摘要......................................................................................................iv 第壹章、緒論...............................................................................................1
第一節 研究背景..........................................................................................1 第二節 研究動機..........................................................................................3 第三節 研究問題..........................................................................................6 第四節 研究目的..........................................................................................7
第貳章、文獻探討.......................................................................................8 第一節 排名(ranking)...................................................................................8 第二節 網路口碑(electronic Word-Of-Mouth) ............................................9 第三節 網路評論(online review)...............................................................10 第四節 從眾效果(conformity effect).........................................................14 第五節 基模理論(schema theory) ............................................................15 第六節 消費者信任度(consumer trust)....................................................17 第七節 知覺品質(perceived quality).........................................................21 第八節 購買意願(purchase intention) .....................................................23
第參章、假說推論.....................................................................................24 第一節 研究架構圖....................................................................................24 第二節 排名前訊息一致及不一致時與知覺品質及消費者信任度之關係.................................................................................................................24
第三節 訊息一致時，消費者感知的知覺品質與購買意願之關係........26 第四節 訊息一致時，消費者感知的消費者信任度與購買意願之關係.................................................................................................................27 第五節 訊息不一致時與知覺品質及消費者信任度之關係....................28 第六節 訊息不一致時，網路評論數量多寡的調節效果........................29
第肆章、實驗一.........................................................................................33 第一節 實驗一設計....................................................................................33 第二節 實驗一結果分析............................................................................43
第伍章、實驗二.........................................................................................56 第一節 實驗二設計....................................................................................56 第二節 實驗二結果分析............................................................................61
第陸章、結論與建議.................................................................................79 第一節 研究發現與討論............................................................................79 第二節 理論意涵........................................................................................82 第三節 實務意涵........................................................................................84 第四節 研究限制與未來研究方向............................................................86
參考文獻.....................................................................................................88 附錄.............................................................................................................97

圖目錄
圖 1 化妝品使用心得分享網站 UrCosme 排行榜 .....................................1 圖 2 博客來網路書店排行榜.......................................................................2 圖 3 博客來即時/暢銷書排行榜示意圖 .....................................................4 圖 4 研究架構圖.........................................................................................24 圖 5 實驗一研究架構.................................................................................33 圖 6 實驗一交互作用圖(依變數:知覺品質).............................................50 圖 7 實驗一交互作用圖(依變數:消費者信任度).....................................50 圖 8 實驗二研究架構圖.............................................................................56

表目錄
表 1 不同年代之學者對從眾定義............................................................15 表 2 過去各學者對於消費者信任之應用................................................20 表 3 過去各學者對於知覺品質之定義....................................................22 表 4 前測一成對樣本統計量....................................................................34 表 5 星等評分成對樣本 t 檢定表 ............................................................34 表 6 前測二成對樣本統計量....................................................................36 表 7 前測二成對樣本 t 檢定 ....................................................................36 表 8 大於三顆星之單一樣本 t 檢定 ........................................................37 表 9 小於三顆星之單一樣本 t 檢定 ........................................................37 表 10 實驗一之操弄網路銷售排行榜示意圖..........................................40 表 11 實驗一人口統計資料表..................................................................44 表 12 實驗一變數之平均值、標準差及量表信度分析結果..................45 表 13 實驗一第一名訊息一致性操弄性檢定表......................................46 表 14 實驗一第五名訊息一致性操弄性檢定表......................................46 表 15 實驗一操弄成對樣本統計量..........................................................47 表 16 實驗一操弄成對樣本 t 檢定 ..........................................................47 表 17 實驗一之共變數分析表..................................................................48 表 18 實驗一交互作用對知覺品質影響 Mean Table..............................49 表 19 實驗一交互作用對消費者信任影響 Mean Table..........................49 表 20 實驗一排名順序前之簡單主要效果表..........................................51 表 21 實驗一中介效果分析表..................................................................51 表 22 實驗一訊息不一致之簡單主要效果表..........................................52 表 23 實驗一研究假說彙整......................................................................53 表 24 實驗二之操弄日本清酒網路銷售排行榜......................................59
表 25 實驗二人口統計資料表..................................................................62 表 26 實驗二變數之平均值、標準差及量表信度分析結果..................63 表 27 實驗二第一名訊息一致性操弄性檢定表......................................64 表 28 實驗二第五名訊息一致性操弄性檢定表......................................64 表 29 實驗二操弄成對樣本統計量..........................................................64 表 30 實驗二操弄成對樣本 t 檢定 ..........................................................65 表 31 實驗二評論數量多少卡方檢定表..................................................65 表 32 實驗二之二因子共變數分析表......................................................66 表 33 實驗二排名順序與星等評分交互作用對知覺品質影響 Mean Table...........................................................................................................67
表 34 實驗二排名順序與星等評分交互作用對消費者信任度影響 Mean Table...........................................................................................................68 表 35 實驗二排名順序前與星等評分高低之簡單主要效果表..............68 表 36 實驗二訊息不一致之簡單主要效果表..........................................69 表 37 實驗二之 Three-way ANCOVA table ...............................................70 表 38 實驗二之知覺品質 Mean table.......................................................71 表 39 實驗二之消費者信任度 Mean table...............................................72 表 40 實驗二簡單主要效果檢定表(依變數:知覺品質、消費者信任度)...............................................................................................................73 表 41 實驗二研究假說彙整......................................................................73 表 42 額外分析之二因子共變數分析表..................................................76 表 43 額外分析之排名順序與評論數量交互作用對知覺品質影響 Mean Table...........................................................................................................77 表 44 額外分析之排名順序與評論數量交互作用對消費者信任度影響 Mean Table.................................................................................................78

廖成林, & 史小娜. (2012). 搜尋引擎對網路購買意願的影響研究. 江蘇商論(5), 47-49.
潘莉娟. (2006). 網路書評與購書意願之關聯性研究.
霍春輝, 袁少鋒, & 吳雅軒. (2016). 網路推薦商品訊息對消費者購買決策的影響. 東北大學學報 (社會科學版), 18(3), 262-269.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Aarts, H., Dijksterhuis, A., & Midden, C. (1999). To plan or not to plan? Goal achievement or interrupting the performance of mundane behaviors. European Journal of Social Psychology, 29(8), 971-979.
Agag, G. M., & El-Masry, A. A. (2017). Why do consumers trust online travel websites? Drivers and outcomes of consumer trust toward online travel websites. Journal of Travel research, 56(3), 347-369.
Allen, V. L. (1965). Situational factors in conformity. In Advances in experimental social psychology (Vol. 2, pp. 133-175): Elsevier.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.
Anderson, E. W., & Salisbury, L. C. (2003). The formation of market-level expectations and its covariates. Journal of consumer research, 30(1), 115-124.
Anderson, J. (1986). Toward a better understanding of distribution channel working relationships. In Industrial Marketing: A German‑American Perspective (pp. 320-336): Springer-Verlag.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
Asch, S. E., & Guetzkow, H. (1951). Effects of group pressure upon the modification and distortion of judgments. Organizational influence processes, 295-303.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 243-268.
Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of marketing Research, 53(3), 297-318.
Benbasat, I., & Wang, W. (2005). Trust in and adoption of online recommendation agents. Journal of the association for information systems, 6(3), 4.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Bingham, C. B., & Kahl, S. J. (2013). The process of schema emergence: Assimilation, deconstruction, unitization and the plurality of analogies. Academy of Management Journal, 56(1), 14-34.
Blal, I., & Sturman, M. C. (2014). The differential effects of the quality and quantity of online reviews on hotel room sales. Cornell Hospitality Quarterly, 55(4), 365-375.
Bonabeau, E. (2004). The perils of the imitation age. Harvard business review, 82(6), 45-54, 135.
Bowman, D., & Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior. Journal of marketing Research, 38(3), 281-297.
Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of consumer research, 2(3), 206-215.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing research for application. Journal of Consumer Research, 8(2), 197-207.
Chaiken, S., & Maheswaran, D. (1994). Heuristic processing can bias systematic processing: effects of source credibility, argument ambiguity, and task importance on attitude judgment. Journal of Personality and Social Psychology, 66(3), 460.
Chatterjee, P. (2001). Online reviews: do consumers use them?
Chen, P.-Y., Wu, S.-y., & Yoon, J. (2004). The impact of online recommendations and consumer feedback on sales. ICIS 2004 Proceedings, 58.
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing Research, 43(3), 345-354.
Chu, K., Lee, D.-H., & Kim, J. Y. (2019). The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification. Journal of Business Research, 99, 472-480.
Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: the moderating role of length of relationship. Journal of services marketing.
De Pelsmacker, P., Dens, N., & Kolomiiets, A. (2018). The impact of text valence, star rating and rated usefulness in online reviews. International Journal of Advertising, 37(3), 340-359.
Dellarocas, C., & Narayan, R. (2006). A statistical measure of a population’s propensity to engage in post-purchase online word-of-mouth. Statistical science, 21(2), 277-285.
Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of interactive marketing, 21(4), 23-45.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing Research, 28(3), 307-319.
Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes: Harcourt brace Jovanovich college publishers.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1986). Consumer Behavior: Dryden Press.
Fatma, M., Ruiz, A. P., Khan, I., & Rahman, Z. (2020). The effect of CSR engagement on eWOM on social media. International Journal of Organizational Analysis.
Gammoh, B. S., Jiménez, F. R., & Wergin, R. (2018). Consumer attitudes toward human-like avatars in advertisements: The effect of category knowledge and imagery. International Journal of Electronic Commerce, 22(3), 325-348.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of marketing, 58(2), 1-19.
Ganu, G., Elhadad, N., & Marian, A. (2009). Beyond the stars: improving rating predictions using review text content. Paper presented at the WebDB.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21-25.
Gershoff, A. D., Broniarczyk, S. M., & West, P. M. (2001). Recommendation or evaluation? Task sensitivity in information source selection. Journal of consumer research, 28(3), 418-438.
Godbold Kean, L., & Fudge Albada, K. (2003). The relationship between college students' schema regarding alcohol use, their television viewing patterns, and their previous experience with alcohol. Health communication, 15(3), 277-298.
Grunert, K. G., Bredahl, L., & Brunsø, K. (2004). Consumer perception of meat quality and implications for product development in the meat sector—a review. Meat science, 66(2), 259-272.
Gunther, A. C. (1992). Biased press or biased public? Attitudes toward media coverage of social groups. Public Opinion Quarterly, 56(2), 147-167.
Hahn, I. S., Scherer, F. L., Basso, K., & dos Santos, M. B. (2016). Consumer trust in and emotional response to advertisements on social media and their influence on brand evaluation. Brazilian Business Review, 13(4), 49-71.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.
Hawkins, D., Best, I., & Coney, R. (2004). Consumer Behavior: Building Marketing Strategy Boston: McGrawHill.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
Hong, S., & Pittman, M. (2020). eWOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility. International Journal of Advertising, 1-29.
Hsu, C.-L., & Lin, J. C.-C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108, 42-53.
Hu, N., Bose, I., Koh, N. S., & Liu, L. (2012). Manipulation of online reviews: An analysis of ratings, readability, and sentiments. Decision support systems, 52(3), 674-684.
Hu, X. S., & Yang, Y. (2020). Determinants of consumers’ choices in hotel online searches: A comparison of consideration and booking stages. International Journal of Hospitality Management, 86, 102370.
Huyen, T. T., & Costello, J. (2017). Quality versus quantity: an investigation into electronic word of mouth’s influence on consumer buying intention. Journal of Promotional Communications, 5(2).
Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526.
Kahneman, D. (1973). Attention and effort (Vol. 1063): Citeseer.
Kamakura, W. A., Basuroy, S., & Boatwright, P. (2006). Is silence golden? An inquiry into the meaning of silence in professional product evaluations. Quantitative Marketing and Economics, 4(2), 119-141.
Katona, G., & Mueller, E. (1955). A study of purchase decisions. Consumer behavior: The dynamics of consumer reaction, 1, 30-87.
Kiecker, P., & Cowles, D. (2002). Interpersonal communication and personal influence on the Internet: A framework for examining online word-of-mouth. Journal of Euromarketing, 11(2), 71-88.
Kiesler, C. A., & Collins, B. E. (1969). Attitude change; a critical analysis of theoretical approaches. Retrieved from
Kim, H., & Fesenmaier, D. R. (2008). Persuasive design of destination web sites: An analysis of first impression. Journal of Travel research, 47(1), 3-13.
Kim, S.-C. C. J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37:1, 1-13.
Kumar, N., & Benbasat, I. (2006). Research note: the influence of recommendations and consumer reviews on evaluations of websites. Information systems research, 17(4), 425-439.
Kwon, O., & Sung, Y. (2012). Shifting selves and product reviews: How the effects of product reviews vary depending on the self-views and self-regulatory goals of consumers. International Journal of Electronic Commerce, 17(1), 59-82.
Lak, P., & Turetken, O. (2014). Star ratings versus sentiment analysis--a comparison of explicit and implicit measures of opinions. Paper presented at the 2014 47th Hawaii International Conference on System Sciences.
Lascu, D.-N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Lee, J.-G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of advertising research, 48(3), 433-449.
Lee, M., & Faber, R. J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of advertising, 36(4), 75-90.
Lee, Y. H. (2000). Manipulating ad message involvement through information expectancy: Effects on attitude evaluation and confidence. Journal of advertising, 29(2), 29-43.
Liebermann, Y., & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3), 237-249.
Lim, K. H., Sia, C. L., Lee, M. K., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. Journal of management information systems, 23(2), 233-266.
Long, M. M., & Schiffman, L. G. (2000). Consumption values and relationships: segmenting the market for frequency programs. Journal of consumer marketing.
Luo, Y., & Ye, Q. (2019). The effects of online reviews, perceived value, and gender on continuance intention to use international online outshopping website: An elaboration likelihood model perspective. Journal of International Consumer Marketing, 31(3), 250-269.
Macinnis, H. (1997). Consumer Behavior. New York: Houghton Mifflin Company.
Macrae, C. N., & Bodenhausen, G. V. (2001). Social cognition: Categorical person perception. British journal of psychology, 92(1), 239-255.
Mandler, G. (1982). The structure of value: Accounting for taste. Center for Human Information Processing Report, 101.
Mayzlin, D., Dover, Y., & Chevalier, J. (2014). Promotional reviews: An empirical investigation of online review manipulation. American Economic Review, 104(8), 2421-2455.
McDougall, G. H., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of services marketing.
Mendelson, B. K., Mendelson, M. J., & White, D. R. (2001). Body-esteem scale for adolescents and adults. Journal of personality assessment, 76(1), 90-106.
Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of consumer research, 16(1), 39-54.
Moates, D. R., & Schumacher, G. M. (1980). An introduction to cognitive psychology: Wadsworth Publishing Company.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1(1), 209-232.
Moore, R. S., Stammerjohan, C. A., & Coulter, R. A. (2005). Banner advertiser-web site context congruity and color effects on attention and attitudes. Journal of advertising, 34(2), 71-84.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Mudambi, S., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS quarterly, 34.
Muehling, D. D., & Laczniak, R. N. (1988). Advertising's immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of advertising, 17(4), 23-34.
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153-164.
Olshavsky, R. W., & Granbois, D. H. (1979). Consumer decision making—fact or fiction? Journal of consumer research, 6(2), 93-100.
Park, C. W. (1976). The effect of individual and situation-related factors on consumer selection of judgmental models. Journal of marketing Research, 13(2), 144-151.
Park, D.-H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic commerce research and applications, 7(4), 399-410.
Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
Pee, L. G. (2016). Negative online consumer reviews: can the impact be mitigated? International Journal of Market Research, 58(4), 545-567.
Peters, I., Helps, C., Hall, E., & Day, M. (2004). Real-time RT-PCR: considerations for efficient and sensitive assay design. Journal of immunological methods, 286(1-2), 203-217.
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption. Tourism Management, 60, 166-176.
Prelec, D., & Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing science, 17(1), 4-28.
Prendergast, G. P., Tsang, A. S., & Chan, C. N. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of consumer marketing.
Price, L. L., & Feick, L. F. (1984). The role of interpersonal sources in external search: An informational perspective. ACR North American Advances.
Racherla, P., & Friske, W. (2015). Perceived credibility of online consumer reviews: An investigation across three service categories. Paper presented at the Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference.
Richins, M. L., & Root-Shaffer, T. (1988). The role of evolvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit. ACR North American Advances.
Ruiz-Mafe, C., Bigné-Alcañiz, E., & Currás-Pérez, R. (2020). The effect of emotions, eWOM quality and online review sequence on consumer intention to follow advice obtained from digital services. Journal of Service Management.
Sahay, B. S. (2003). Understanding trust in supply chain relationships. Industrial Management & Data Systems.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of retailing, 80(2), 159-169.
Shen, Y. C., Chi, C. H., & Chen, J. S. (2007). A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society. International journal of consumer studies, 31(4), 385-390.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Steenkamp, J.-B. E. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21(4), 309-333.
Tsang, A. S., & Prendergast, G. (2009). Is a “star” worth a thousand words? European Journal of Marketing.
Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: An evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62.
West, M. D. (1994). Validating a scale for the measurement of credibility: A covariance structure modeling approach. Journalism quarterly, 71(1), 159-168.
Wilkie, W. L. (1994). Customer behavior. John Wiley&Sons, New York.
Wood, C. M., & Scheer, L. K. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. ACR North American Advances.
Xie, K. L., So, K. K. F., & Wang, W. (2017). Joint effects of management responses and online reviews on hotel financial performance: A data-analytics approach. International Journal of Hospitality Management, 62, 101-110.
Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhu, D.-S., O'Neal, G. S., Lee, Z.-C., & Chen, Y.-H. (2009). The effect of trust and perceived risk on consumers' online purchase intention. Paper presented at the 2009 International Conference on Computational Science and Engineering.
Zhuang, L., Jing, F., & Zhu, X.-Y. (2006). Movie review mining and summarization. Paper presented at the Proceedings of the 15th ACM international conference on Information and knowledge management.