Abstract
Seller reviews reveal consumers’ feelings about sellers’ services as well as their experiences with products. Aiming to examine the impact of seller reviews on consumers’ perceived uncertainty in e-commerce, a two-stage study was conducted from text mining to behavioural study. The goal of text mining was to investigate the semantic patterns in the content of seller reviews. The continued behavioural study in the manner of quasi-experimental design extends the findings in text mining by measuring how this trust feeling impacts consumers’ perceptions. The findings in our study contribute to the literature from both theoretical and practical perspectives.
Recommended Citation
Yang, Jing and Wu, Tao, "Seller Reviews, Perceived Risk and Trust" (2019). AMCIS 2019 Proceedings. 5.
https://aisel.aisnet.org/amcis2019/treo/treos/5
Seller Reviews, Perceived Risk and Trust
Seller reviews reveal consumers’ feelings about sellers’ services as well as their experiences with products. Aiming to examine the impact of seller reviews on consumers’ perceived uncertainty in e-commerce, a two-stage study was conducted from text mining to behavioural study. The goal of text mining was to investigate the semantic patterns in the content of seller reviews. The continued behavioural study in the manner of quasi-experimental design extends the findings in text mining by measuring how this trust feeling impacts consumers’ perceptions. The findings in our study contribute to the literature from both theoretical and practical perspectives.