부산대학교 도서관

Background/Objectives: In this thesis, an empirical study was conducted on consumers’ diagnosis on online reviews in the process of purchasing. Methods/Statistical analysis: In order to verify the viewpoint of this research, this study chooses consumers who have the experience of searching online reviews as the research object, collects data based on a questionnaire from 64 men and 61 women and uses Smart PLS to verify the structural model. Findings: The results of this research are as follows: first, the review diagnosticity sufficiency has positive (+) effects on perceptual information symmetry. Second, the diagnosis on positive online reviews has positive (+) effects on perceptual information symmetry. Third, the diagnosis on negative online reviews has positive (+) effects on perceptual information symmetry. Improvements/Applications: The implications of this study are verifies the effects of the diagnosis of commodities’ online reviews, diagnosis of positive and negative online reviews on consumers’ perceptual information symmetry.