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|Title: ||An exploratory study on buyers' participation in reputation systems|
|Other Titles: ||Guan yu mai fang can yu C2C wang zhan zai xian sheng yu xi tong de tan suo xing yan jiu|
关于买方参与 C2C 网站在线声誉系统的探索性研究
|Authors: ||Huang, Qian (黄茜)|
|Department: ||Department of Information Systems|
|Degree: ||Doctor of Philosophy|
|Issue Date: ||2009|
|Publisher: ||City University of Hong Kong|
|Subjects: ||Electronic commerce.|
|Notes: ||CityU Call Number: HF5548.32 .H8426 2009|
x, 129 leaves 30 cm.
Thesis (Ph.D.)--City University of Hong Kong, 2009.
Includes bibliographical references (leaves 107-127)
|Abstract: ||Online reputation systems have been found to be an effective way to ensure honest
behavior from sellers in consumer to consumer (C2C) e-commerce. At the same time,
reputation systems have been regarded as an important platform where large-scale
word of mouth behavior and evaluations of the purchase experience can be
communicated. There are altogether two components in online reputation systems:
ratings and textual feedback. Thus, reputation systems are often considered to be
constituted of buyers’ quantitative scoring and qualitative feedback which offers an
important reference to other buyers when deciding whether to buy from sellers or not.
Although the importance of reputation systems in the C2C online shopping platform
has been confirmed by prior research, little attention has been paid to the motivations
of buyers’ participation in reputation systems. The lack of related research may be due
to satisfaction in the rapid development of C2C online shopping in the Chinese
context, indicating that current usage of reputation systems on C2C platforms is
successful. However, with the development of C2C online shopping, both researchers
and online buyers have realized that there are problems in the current C2C reputation
system, such as overwhelmingly positive ratings and insufficient textual feedback.
Some scholars further suggest that the reputation system is unreliable and need to be
improved. However, reputation systems’ prosperity and usefulness can not be
investigated without buyers’ participation. . This research is a step towards analyzing
how the buyer perspective can help system designers to form a better concept of more
efficient functioning of a reputation system should function. Consequently, research investigating buyers’ participation in the reputation systems is necessary. The paucity
of relevant research has been the main motivation for the study.
Specifically, the aim of this study is to develop a comprehensive understanding of the
antecedents and motivation of buyers’ participation in the C2C reputation system after
each transaction in the Chinese context. Interviews with online buyers in China have
been conducted to help decide the research scope and identify the main antecedents.
Based on the theory of conflict handling styles, service quality, and research results
from online knowledge contribution and word-of-mouth (WOM) behaviour, a new
research framework is developed to explain motivations of buyers participating in
C2C reputation systems. In this study, according to the real process a buyer needs to
go through, participation in a reputation system has been divided into two segments:
indicative ratings and qualitative textual feedback. Within this framework, satisfaction
is regarded as the primary antecedent of participant intention. Willingness to submit
textual feedback has thus been investigated from two aspects: online knowledge
contribution and WOM behavior. Theory of conflict handling styles, including
accommodating and avoiding styles, is also expected to have a significant impact on
the willingness to give positive ratings, as well as satisfaction.
A survey methodology was adopted in this study, and a total of 269 valid responses
have been collected from online actual buyers. The results indicate that satisfaction
and conflict handling styles have a significant impact on willingness to submit a positive rating. The study also confirms that willingness to submit textual feedback
can be investigated through WOM behavior and online contribution. This study makes
a theoretical contribution to research on reputation systems, for it brings a new angle
of view from online buyers, the actual participators in the process. It also offers
practical implications for how reputation systems in the C2C online shopping context
can be designed more effectively.|
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b3008238|
|Appears in Collections:||IS - Doctor of Philosophy |
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