@article{ART003266160},
author={Jae-Young Moon},
title={The Impact of Online Review Attributes on Continuance Intention focusing on Taobao},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2025},
volume={30},
number={11},
pages={363-371}
TY - JOUR
AU - Jae-Young Moon
TI - The Impact of Online Review Attributes on Continuance Intention focusing on Taobao
JO - Journal of The Korea Society of Computer and Information
PY - 2025
VL - 30
IS - 11
PB - The Korean Society Of Computer And Information
SP - 363
EP - 371
SN - 1598-849X
AB - This study examines the influence of online review attributes on continuance intention on the Taobao platform. Online reviews provide critical information that shapes consumers’ product decisions and long-term usage intentions through perceived usefulness and trust. Using a survey of 224 Taobao users, structural equation modeling was applied to test the relationships between review attributes, perceived usefulness, perceived trust, and continuance intention. Findings indicate that review quantity, and similarity positively affect perceived usefulness and Reliability. Perceived reliability strongly predicts continuance intention, while perceived usefulness shows limited direct effect. These results highlight the importance of informative and reliable reviews in sustaining user loyalty. Practical implications include enhancing review quality, fostering consumer engagement, and employing AI-driven verification systems.
Limitations involve the sample size, regional focus, and reliance on self-reported data, suggesting future research should explore diverse platforms and incorporate actual purchase behavior.
KW - Taobao;Online Review variables;Perceived Usefulness;Perceived Reliability;;Continuous Use Intention
DO -
UR -
ER -
Jae-Young Moon. (2025). The Impact of Online Review Attributes on Continuance Intention focusing on Taobao. Journal of The Korea Society of Computer and Information, 30(11), 363-371.
Jae-Young Moon. 2025, "The Impact of Online Review Attributes on Continuance Intention focusing on Taobao", Journal of The Korea Society of Computer and Information, vol.30, no.11 pp.363-371.
Jae-Young Moon "The Impact of Online Review Attributes on Continuance Intention focusing on Taobao" Journal of The Korea Society of Computer and Information 30.11 pp.363-371 (2025) : 363.
Jae-Young Moon. The Impact of Online Review Attributes on Continuance Intention focusing on Taobao. 2025; 30(11), 363-371.
Jae-Young Moon. "The Impact of Online Review Attributes on Continuance Intention focusing on Taobao" Journal of The Korea Society of Computer and Information 30, no.11 (2025) : 363-371.
Jae-Young Moon. The Impact of Online Review Attributes on Continuance Intention focusing on Taobao. Journal of The Korea Society of Computer and Information, 30(11), 363-371.
Jae-Young Moon. The Impact of Online Review Attributes on Continuance Intention focusing on Taobao. Journal of The Korea Society of Computer and Information. 2025; 30(11) 363-371.
Jae-Young Moon. The Impact of Online Review Attributes on Continuance Intention focusing on Taobao. 2025; 30(11), 363-371.
Jae-Young Moon. "The Impact of Online Review Attributes on Continuance Intention focusing on Taobao" Journal of The Korea Society of Computer and Information 30, no.11 (2025) : 363-371.
