|
ONLINE PRODUCT INFORMATION CHARACTERISTICS EFFECT ON PRODUCT INFORMATION SHARING IN THAILAND |
|---|---|
| รหัสดีโอไอ | |
| Creator | Liu Liang |
| Title | ONLINE PRODUCT INFORMATION CHARACTERISTICS EFFECT ON PRODUCT INFORMATION SHARING IN THAILAND |
| Contributor | Liu Mengdi |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 3 |
| Page no. | 75-95 |
| Keyword | Online product information characteristics, Stimulation-organism-model, Technology acceptance model, Perceived fluency, Product information sharing |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Based on a review of previous studies, a model of online product information characteristics' effects on consumers' product information sharing behaviors was formulated, analyzed and developed using data collected through a self-administered questionnaire from a target sample of 400 consumers. The characteristics of online product information are represented by three constructs (product information visualization, interactivity, and credibility), which influence consumer cognitive behaviors related to perceived fluency, perceived usefulness and in turn product information sharing. Many of the findings that relate to the direct effects of the variables in previous studies were confirmed. However, there were new findings that relate to the significant direct, indirect and total effects of product information visualization, interactivity and credibility on product information sharing with the use of Structural Equation Modeling (SEM). Apart from the theoretical contribution of the study, specifically the inclusion of the indirect and total effects, practical implications were also noted. These are discussed with the objectives of improving online product quality and visibility that would have positive consequences for consumer cognitive behaviors and especially for product information influence expansion. Importantly, the study addresses the limited number of previous studies conducted with regard to consumers' behaviors in current online environments. |
