| With the continuous innovation of modern information technology,the Internet and its application software and platforms have been rapidly developed and improved.Meanwhile,the Internet and its derivatives have gradually changed people's learning,work and life.Among them,the rapid rise and popularity of online shopping platforms have changed people's consumption patterns and purchasing behaviors.With the birth and development of mobile payment methods,the online shopping process has become more concise,and online shopping channels have gradually surpassed traditional offline entities.Online shopping channels have become the main shopping channel for Chinese consumers and an indispensable part of people's daily lives.In the online shopping process,in order to obtain information about products and services,consumers spend a lot of time and efforts to search and read abundance information related to similar products and services,including and not limited to profiles of products and services posted by the stores for learning more about products and services.To save time and efforts,potential consumers of online shopping platforms more prefer to choose specific online products and services by reading online review information.The online review information is the comment-type information published by the purchased consumers on the online shopping platform.Compared with the product and service information provided by stores,online review information has more objective perspective and more abundant content.Therefore,online review information can provide a reference for potential consumers' shopping decisions more intuitively and conveniently,and become an important way for consumers to obtain product and service information.Consumers are more willing to adopt online review information than product and service information provided by stores,and online review information have an important impact on consumer purchase decisions.Although online shopping platforms and stores have been fully aware of the important role that online review information plays in consumer purchase decisions,most online shopping platforms and stores lack theoretical guidance in using their own advantages to promote consumers' adoption of online review information.In the real online shopping situation,the status quo of online review information on the online shopping platform is not satisfied.The reality of poor online review information quality greatly restricts the use of online review information.At the same time,an important reason why consumers are glad to adopt online review information is that online review information is published by real purchased consumers.However,in recent years,the media has repeatedly exposed the phenomenon that stores hired water army to publish positive online reviews,so that consumers began to question the reliability of online reviewers.Faced with such reality,how to correctly use the information technology capability of online shopping platforms to influence consumers' intention to adopt online review information is a very significant and urgent problem to be solved.This study starts from the research problem of consumer's intention of online review information adoption,and takes the information technology capability of online shopping platform as the research perspective.Based on the media synchronicity theory and the elaboration likelihood model,the related literatures are reviewed and analyzed.Based on this,it applies the research method of grounded theory.Through coding analysis,this study extracts 9 categories including information presentation capability,information interaction capability,information addition capability,information classification capability,information credibility,information relevancy,information completeness,consumer online reviewer reputation perception and consumer online review information adoption intention.And finally,it constructed a mechanism model of the impact of information technology capability of online shopping platform on consumers' adoption intention of online review information.On the basis of the research model,combined the textual data of the in-depth interviews with the previous relevant research results,the concepts involved in the model like the online shopping platform information technology capability,consumer online review information quality perception,consumer online reviewer reputation perception and consumer online review information adoption intention are explained,and the internal relationships between the concepts are analyzed and elaborated.Finally,the relationship hypotheses of this research model are proposed.Based on the research model and relationship hypothesis,this study applies the card sorting to analyze and verify the construct validity of the list of items formed by textual data of in-depth interviews based on grounded theory and the previous research results,and form the initial research scale.In this study,firstly,the initial research scale is pre-tested with the collected sample data in the form of small-scale distribution and recovery questionnaires,and the initial scale is adjusted according to the results of the preliminary test.Then the reliability and validity of the scale are determined,and finally the formal questionnaire is formed.Subsequently,the final research questionnaires are formally collected,and 495 valid questionnaires are recovered by screening out invalid questionnaires.In this study,the theoretical model and relationship hypothesis are tested by applying the structural equation model(SEM)and AMOS software.The verification results show that:(1)The information presentation capability,information interaction capability and information addition capability of online shopping platform information technology capability have significant positive effects on consumer online review information adoption intention.(2)Information presentation capability,information interaction capability and information addition capability of online shopping platform information technology capability have positive effects on information credibility perception,information relevancy perception and information completeness perception of consumer online review information quality perception.The information classification capability of online shopping platform information technology capability has a positive effect on the information credibility perception and information relevancy perception of consumer online review information quality perception.(3)The information credibility perception,information relevancy perception and information completeness perception of consumer online review information quality perception have significant positive effects on consumer online review information adoption intention.(4)Except the assumption that “consumer online review information completeness perception plays an mediating factor in the impact of online shopping platform information classification capability on consumer online review information adoption intention ” is rejected,consumer online review information credibility perception,information relevancy perception and information completeness perception all play as mediating factors in the impact of online shopping platform information technology capability on consumer online review information adoption intention.(5)The moderating effect of consumer information reviewer reputation perception on the relationships between consumer online review information quality perception and consumer online review information adoption intention has also gained support.In terms of theoretical contribution,firstly,this study defines the concepts of online shopping platform information technology capability,consumer online review information quality perception,consumer online reviewer reputation perception and consumer online review information adoption intention and their dimensions,which expands the new knowledge in the field of consumer online review information adoption research and provides new research ideas and directions for the future online shopping platform information technology capability and online review information adoption research.Secondly,this study develops a scale for measuring online shopping platform information technology capability,consumer online review information quality perception,consumer online reviewer reputation perception and consumer online review information adoption intention.Among them,the measurement items of information presentation capability,information interaction capability,information addition capability and information classification capability of online shopping platform information technology capability are developed in this study,which will provide a new tool for the future quantitative researches on the online shopping platform information technology capability.Finally,this study constructs the mechanism model of the impact of information technology capability of online shopping platform on consumers' adoption intention of online review information that passes the empirical test,which reveals the new pattern of consumer online review information adoption intention and provides vital theoretical support for researchers to explore consumer online review information adoption in the future.Based on the proposed research model and relevant empirical research results,this study puts forward the following strategies for the online shopping platform improving consumer online review information adoption intention:(1)Online shopping platforms should develop their own information presentation capability,information interaction capability,information addition capability and information classification capability,to provide consumers with richer and more understandable contents and forms of online review information.(2)Online shopping platforms should enhance consumer online review credibility,relevancy and completeness perception,and use their own information technology capabilities to present diverse,objective,real,and more comprehensive online review information that is closely related to the quality and the use of products and services.(3)Online shopping platforms should statistically classify the products and services that online reviewers browse and purchase on a daily basis through back-end data mining.According to the types of products and services that online reviewers frequently purchase and browse,the return records of previous purchases,and the information quality of published online reviews,online shopping platforms can classify consumers,certify and rate their past records.There are still some shortcomings in this study.This study is mainly on the main route of the impact mechanism of information technology capability of online shopping platform on consumer's adoption intention of online review information.The study only selects consumer online review information quality perception as mediator variable and consumer online reviewer reputation perception as moderator variable,and there is a lack of comprehensiveness.In addition,the sample population of this study has certain limitations.The samples are mainly students and young groups.Since the control variables are not the main research variables in this study,the control variables are not studied and analyzed in depth.In future researches,it is necessary to make up for the shortcomings of this study and carry out more in-depth and follow-up discussions. |
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