Crowd sourcing and e-Commerce: Chinese Online Reviews

Ali Khalaf Mohammed Al Sukaini ； Jing Zhang

《Journal of Marketing Research & Case Studies》 2016卷 (2016/12) Pp. 80-89

https://doi.org/10.5171/2016.808182

摘要

Crowdsourcing and e-commerce provide a lot of advantages to solve problems of organizations, companies and products. With the fast growth of the Chinese e-commerce industry, it is important to develop an understanding of online reviews contents to transmit possible applications of crowdsourcing with e-commerce. This study investigates the relationship between online reviews and crowdsourcing of products in the Chinese context. For this, an analytical framework is developed and the model is tested using quantitative methods. The findings of the study show a significant influence of online reviews on the crowdsourcing-ecommerce relationship. Several suggestions are for the development of effective online review systems in the Chinese context to incorporate crowdsourcing practices with e-commerce. This study is the first study that not only shows the various perspectives of online reviews but analyses online reviews from potential crowd creativity perspective.

關鍵字

Crowdsourcing ； online consumer reviews ； e-commerce ； online services ； Chinese consumer behavior