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5. Conclusions
The research community has been studying online review for approximately ten years.
However, in view of the importance and the emergence of various types of new online
review forms, online review is a research area that has yet to be fully understood. The
following recommendations are provided to domestic researchers for future efforts in this
field:
1. Taiwanese researchers have limited international influence in online review studies that
have been broad and diverse. Taiwanese researchers can adopt the deep-plowing approach
to conducting coherent and systematic studies.
2. As we can see, Taiwanese researchers concentrate their studies on online reviews,
regardless of whether it is written in English or Chinese, in few journals. Research teams
may consider a wider range of journal selections from both Chinese and English
publications.
3. Domestic online review researchers are mostly proficient in Chinese and English. As
online reviews of both languages are easily accessible today, studies on cross-culture or
cross language online reviews would be a niche for Taiwanese researchers.
4. It is important to understand newly-developed platforms and business models. New
research issues, such as Social, Local, Mobile (SoLoMo) and Omni-Channel Retailing,
may emerge from such an understanding.
5. Cross-disciplinary research collaboration is very important. A research team that includes
researchers who are familiar with the theory of consumer behavior and those who can
scrape and analyze online reviews can enjoy more opportunities in the development of
future online review research upon creating new research topics.