1、4000 英文单词， 22500 英文字符 ，中文 6940 字 文献出处： Lee J, Park D, Han I. The different effects of online consumer reviews on consumers purchase intentions depending on trust in online shopping mallsJ. Internet Research, 2011, 21(2):187-206(20). The different effects of online consumer reviews on consumers purch
2、ase intentions depending on trust in online shopping malls Jumin Lee， Do-Hyung Park， Ingoo Han Abstract Purpose With the increasing influence of online consumer reviews (OCRs) on a consumers decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has t
3、he following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective. Design/methodology/approach The data for this
4、 study are obtained from a two-way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consu
5、mers purchase intentions. Findings The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers pur
6、chase intentions influenced by OCRs are more favorable than those influenced by OEAs. Originality/value This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this study could aid in the development of
