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Whether, When, and How Does Online R...

Kim, Rae Yule.

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Whether, When, and How Does Online Review Matter to Buying Decisions?

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Whether, When, and How Does Online Review Matter to Buying Decisions?/
作者:	Kim, Rae Yule.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	139 p.
附註:	Source: Dissertations Abstracts International, Volume: 82-03, Section: A.
Contained By:	Dissertations Abstracts International82-03A.
標題:	Web studies. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27955187
ISBN:	9798662449848

Whether, When, and How Does Online Review Matter to Buying Decisions?
Kim, Rae Yule.

Whether, When, and How Does Online Review Matter to Buying Decisions? - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 139 p.

Source: Dissertations Abstracts International, Volume: 82-03, Section: A.

Thesis (Ph.D.)--Rutgers The State University of New Jersey, Graduate School - Newark, 2020.

This item must not be sold to any third party vendors.

Word of Mouth (WOM) is powerful, and online reviews are the most readily available WOM in electronic commerce. In fact, 82% of American adults see online reviews before making new purchases (Smith and Anderson, 2016). Interestingly, the previous findings of whether or not online review valence influences sales have been inconsistent. In this aspect, the effect of online reviews on sales should be contingent on consumer-level decision making, and thus, the importance of understanding whether and how consumers evaluate online reviews for making purchase decisions cannot be overstated. These three essays investigate how online reviews interact with other promotional signals to predict consumer responses in electronic commerce and add insights into online review literature. The first study investigates if other product quality signals, such as product attribute cues or brandedness, have substantial influences on whether and how consumers evaluate online review valence for making purchase decisions. Online review valence did not matter to buying decisions when product quality was convincing. The second study extends the finding and investigates whether the effect of online review valence on consumer decisions is influenced by good-enough reference points based on the reference effect theory. The findings suggest the marginal effect of online review valence is negative, and subsequently, the effect of online review valence on sales is not linear and also significantly varies by product quality. The third essay investigates how negative reviews can trigger a backlash effect on sales when price promotions are launched. Negative reviews can have a confirmation effect on consumers' price-quality beliefs. Although managers might be more tempted to offer price discounts for products with negative reviews to compensate for uncompetitiveness in online review sentiments and increase chances of sales, it can provoke the opposite outcome. Price promotions decreased sales likelihood for products with review ratings below three stars (out of five). Especially, launching price promotions for products with extremely negative reviews, such as one to two (out of five) review ratings tended to decrease the chances of sales by 14 to 31%.

ISBN: 9798662449848Subjects--Topical Terms:

2122754
Web studies.
Subjects--Index Terms:

Online review

Whether, When, and How Does Online Review Matter to Buying Decisions?
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