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Product reviews—be they from customers or experts—provide potential buyers relevant information on the usage experience and product features of the target product; such knowledge facilitates the purchase decision process [51]. From the perspective of helping behavior, providing product reviews is regarded as a helping deed from others [8]. When consumers read product reviews from the Internet,they perceive the product review as an endorsement of the reviewer’s desireto help, the reviewer’s commitment, and reciprocity to other consumers for their facilitating their purchase decision
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