ผลกระทบของรูปแบบมาตราประมาณค่าในการวิจารณ์สินค้าและบริการโดยผู้บริโภคบนเว็บไซต์พาณิชย์อิเล็กทรอนิกส์ที่มีต่อการรับรู้ประโยชน์และการรับรู้คุณภาพของมาตรประมาณค่า / ปิยพัชร วิมลโสภณกิตติ = Impacts of rating scale formats in e-commerce consumer review on perceived usefulness of rating scale and perceived information quality of rating scale / Piyapat Vimolsphornkitti
Online consumer reviews which reflect how consumers feel about specific product or service have become increasingly important in online shopping. Consumers tend to rely on these reviews more than advertisement on the website. The purpose of this study was to analyze impacts of rating scale formats in e-commerce consumer review on perceived usefulness of rating scale and perceived information quality of rating scale when the product types were different or the consumer genders were different using laboratory experiments. The data were collected from 400 respondents from Faculty of Commerce and Accountancy, Chulalongkorn University. It was found from the study that rating scale format had effect on perceived information quality of rating scale when the product type was service. The best rating scale formats were Numerical and graphic rating scale and Graphic rating scale. The one with least effect on perceived information quality was Numerical rating scale format. Additional exploration on consumer experience revealed that specific rating scale format was required for male consumers with no internet purchase experience. However, no effect was found for female consumers.