전자상거래 산업에서 온라인 리뷰 플랫폼의 유형이 플랫폼 이용의 도에 미치는 영향

This As online shopping becomes increasingly widespread, user reviews have emerged as a crucial source of information that significantly influences consumers' perceptions and decision-making behaviors. In particular, the design of review systems varies across platforms, and whether a platform supports the “initial review + additional review” structure can lead to substantial differences in consumers’ risk perceptions and their intention to use the platform. However, there is still a lack of systematic research on the mechanism through which different types of review systems affect consumers' platform usage intention. This study establishes a research model in which platform type (one-time review platform vs. two-phase review platform comprising initial and additional reviews) is treated as the independent variable, perceived risk as the mediating variable, and platform usage intention as the dependent variable. Based on this model, relevant hypotheses are proposed. The aim is to investigate the mechanism by which different types of review systems influence consumers’ intention to use online shopping platforms. The results show that, compared to platforms that only provide one-time reviews, platforms offering both initial and follow-up reviews significantly reduce consumers’ perceived risk, thereby enhancing their intention to use the platform. Furthermore, perceived risk plays a significant mediating role in the relationship between platform type and usage intention. This study expands the application of perceived risk theory in the context of e-commerce review systems and empirically identifies the potential impact of review structure on consumers’ platform preferences.