Determinants of online merchant rating: Content analysis of consumer comments about Yahoo merchants

被引：67

作者：

Qu, Zhe ^{[2
]}

Zhang, Han ^{[1
]}

Li, Haizheng ^{[3
,4
]}

机构：

[1] Georgia Inst Technol, Coll Management, Atlanta, GA 30332 USA

[2] Univ Texas Pan Amer, Coll Business Adm, Dept Comp Informat Syst & Quantitat Methods, Edinburg, TX 78539 USA

[3] Georgia Inst Technol, Sch Econ, Atlanta, GA 30332 USA

[4] Hunan Univ, Changsha 410082, Hunan, Peoples R China

来源：

DECISION SUPPORT SYSTEMS | 2008年 / 46卷 / 01期

关键词：

E-tailing; Online merchant; Merchant rating; Online feedback systems; Content analysis;

D O I：

10.1016/j.dss.2008.08.004

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Online merchant rating is an important determinant of online merchant success, and plays an essential role in building consumer trust. Based on a rich data set collected from Yahoo's merchant review system, we applied content analysis to identify the most important factors that affect the overall rating of online merchants. We find that consumers in general put more weight on post-transaction services than online-transaction services when they rate online merchants' performance. This research can help e-commerce practitioners understand potentially problematic areas with their business. This research will also provide some easy-to-implement strategies for e-tailing managers to improve their service quality as well as their overall rating in the online feedback systems. Published by Elsevier B.V.

引用

页码：440 / 449

页数：10

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