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消費者線上口碑與評論研究：國內外相關文獻回顧與討論
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2. The publications of the Taiwanese research teams concentrated in only a few journals
(Journal of e-Business, Decision Support Systems, and Electronic Commerce and
Applications).
3. Taiwanese research teams have yet to publish continuously in journals. Although the
publication concentration in journals is high, these twenty pieces of research on eWOM
and online review are from different research teams of authors.
4. Focus International Literature on Studies Related to Online
Review Using Secondary Data
Following the examination of the limited publications from domestic researchers, the
research was expanded into international literature relating to eWOM and online review. We
focused our discussion on topics relating to eWOM and online review using secondary data.
Subsequently, we obtained 64 English papers from the SSCI database and classified them
into two main groups.
The first group of literature focused on
the micro aspects of key variables and the effects
of reviews
. The majority of the papers identified significant positive correlations between the
number of reviews and sales, indicating that a product with more discussions arising from
WOM or reviews would attract more purchases from consumers. It also shows that the
dissemination of eWOM and online review needs to emphasize not only “how many people
are discussing it” but also “what is being said” in these online reviews all the time. At the
same time, the interaction between review variables and the endogeneity of reviews must
also be considered.
The second group focused on
topics derived from online review
. It shows that a
multiplier effect exists in emerging media created by traditional media and consumers,
whereas online review has a greater influence on niche markets. When consumers discuss or
write reviews online, they are influenced by factors such as the volume and valence of
existing reviews. They are also affected if other reviewers remain anonymous. In addition, it
is also important to note that variables in simple numeric forms (such as review ratings) in
online review cannot represent all of the information of the review. Non-structural and non-
quantitative information in the online review should also be considered to provide a more
comprehensive understanding of the nature of online review.