\
 

Start Date

16-8-2018 12:00 AM

Description

In a traditional shopping environment, Search-Experience-Credence (SEC) framework has been widely used for consumer advertising research. In online shopping, online reviews are used by the consumer to check against claims in advertising as well as more in-depth product research. The SEC quality of a product influences the online review volume as well as helpfulness votes it receives. In this study, we tested the nomological validity of the SEC-framework by analyzing the number of reviews and helpfulness votes collected by a product, which demonstrated a significant difference for goods with differing SEC qualities. This study helps us better understand how and to what extent online reviews are used by consumers to evaluate products and services in different SEC categories. The preliminary findings fully support our hypothesis.

Share

COinS
 
Aug 16th, 12:00 AM

A Test of Search-Experience-Credence Framework Through Online Review

In a traditional shopping environment, Search-Experience-Credence (SEC) framework has been widely used for consumer advertising research. In online shopping, online reviews are used by the consumer to check against claims in advertising as well as more in-depth product research. The SEC quality of a product influences the online review volume as well as helpfulness votes it receives. In this study, we tested the nomological validity of the SEC-framework by analyzing the number of reviews and helpfulness votes collected by a product, which demonstrated a significant difference for goods with differing SEC qualities. This study helps us better understand how and to what extent online reviews are used by consumers to evaluate products and services in different SEC categories. The preliminary findings fully support our hypothesis.