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Factors Affecting Millennial Consumers Perceived Credibility Of Online Product Review For Search And Experience Products
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Book Synopsis Factors affecting millennial consumers' perceived credibility of online product review for search and experience products by : Young Kyu Kim
Download or read book Factors affecting millennial consumers' perceived credibility of online product review for search and experience products written by Young Kyu Kim and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Factors Influencing Source Credibility of Consumer Reviews by : KoEun Shin
Download or read book Factors Influencing Source Credibility of Consumer Reviews written by KoEun Shin and published by . This book was released on 2007 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: The EBM model of consumer decision making was used to guide the present study. According to this model when consumers make purchase decisions, they search for information from either internal and/or external sources. When consumers do not have enough information from internal sources, such as knowledge and experiences, they search information from external sources, including market-dominated, consumer-dominated, and neutral sources. As the population of Internet users grows, consumer-dominated communication on the Web, also called Internet WOM, is also increasing. Consumer reviews, one of the ways consumers exchange opinions and experiences on products and services on the Web, have been successfully practiced. Nonetheless, research on the effectiveness of consumer reviews has not yet been done. Thus, this study aimed to investigate the effectiveness of consumer reviews, specifically the source credibility of consumer reviews according to different types of review features, such as content of reviews, presence of a reviewer's photo, and type of a reviewer's name. In addition, the relationship between the perceived credibility of a reviewer and the perceived risk associated with online purchase was also examined. Using an online survey method, two hundred and ninety-two female students voluntarily participated in this study and received extra credit points for their participation. A 2x2x3 complete factorial experiment was used to examine source credibility' attractiveness, expertise, and trustworthiness of consumer reviews of apparel. The three independent variables were the content of reviews with two treatments (a general review and a specific review), the presence of photo with two treatments (absence of a reviewer's photo and presence of a reviewer's photo), and the type of a reviewer's name with three treatments (anonymous, an identifiable with an ID, and an identifiable with a real name reviewer). The results revealed that 1) specific reviews increased source attractiveness, expertise, and trustworthiness, 2) a review without a photo of a reviewer increased source attractiveness and had no effect on the others, and 3) type of a reviewer's name had no effects on source attractiveness, expertise and trustworthiness. An additional finding was that the higher the perceived source credibility the greater the reduction in the perceived risk associated with online shopping. The results of this study have implications for consumer researchers to further investigate the effectiveness of consumer reviews. Additionally, the findings can inform apparel e-retailers in determining whether to include consumer reviews as a feature and, if so, what criteria to include for consumer reviews.
Book Synopsis FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS by : PRADEEP RACHERLA
Download or read book FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS written by PRADEEP RACHERLA and published by . This book was released on 2008 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online word-of-mouth (WOM) platforms have been referred to by various terms such as online communities, feedback systems, peer reputation systems, or consumer generated media. Such systems provide a global platform for customers to share their experiences, and also rate service providers. WOM systems are burgeoning on the Internet for products such as music and books (Amazon.com), news (Slashdot.org), consumer electronics (shopping.com), tourism and travel (Tripadvisor.com; Hotels.com), and many other products and services. As with the traditional WOM, numerous studies have shown that these systems have a significant impact on customer decision making process, their satisfaction with goods and services, and the overall value of online economic transactions. In this study, the primary focus were the product review systems (PRS). These review systems are less personal but more ubiquitous platforms for online WOM wherein consumers post reviews about the products/services they have consumed. These reviews are widely accessible to other consumers but are disseminated only when other consumer consult these reviews during the purchasing process. However, there are still numerous problems associated with these systems. Recent studies have shown that there are numerous instances of deceptive information provided by service providers themselves or customers who have been paid by commercial parties. Added to this is the problem of anonymity in a computer mediated environment that adds to the already existing uncertainty for the consumer. Further, each review system consists of hundreds of consumer reviews associated with any given product or service. Given that consumers face these numerous problems, research is yet to examine the factors that drive the consumers develop trust in these reviews, and base their purchasing decisions on the information gleaned from the review systems. The main objective of this study was to explore this interesting phenomenon. To this end, this study applied uncertainty reduction theory and Social identity theory to delineate certain aspects of the online reviews that might have an impact on the consumer's assessment of online product reviews. Based on these theories, it was hypothesized that the informational content of the review and social component of the review (individuals' identity information disclosure and the consumers' perceived similarity with this information) have a significant effect on the consumers' trust in a review and subsequently the purchase intention. Further, based on the elaboration likelihood model, it was also posited that consumers' use of these heuristics is more salient while evaluating high involvement products than low involvement products. To test the hypotheses, the study adopted a quasi-experimental design with 2x2 (2 levels each for information content and social component within-subjects) x 2 (2 involvement modes between-subjects) full factorial design. Based on two levels for each of these factors, four reviews similar to those found in sites such as tripadvisor.com were created. A total of 283 students (153 in high involvement mode and 130 in low involvement mode) evaluated these reviews and assigned trust scores as well purchase intention scores to each review. The data was analyzed using linear mixed models and structural equation modeling. The results showed that both the main effects, information content of the review, and the consumers' perceived social identity with the reviewer contribute to an increased trust in the reviews. The study data did not support the hypothesis that involvement of the activity moderates the above mentioned relationships. Within this, information content was found to be playing an important role in both the involvement modes whereas the social component explained more variance in the trust in the high involvement mode than low involvement mode. Some of the results concur with previous research in both traditional and online WOM. The significance of these results in the extant literature as well their implications for both product review system providers as well tourism and hospitality service providers are discussed in detail.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Understanding the Factors that Influence the Effectiveness of Online Customer Reviews by : Carl J. Clare
Download or read book Understanding the Factors that Influence the Effectiveness of Online Customer Reviews written by Carl J. Clare and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Defined as peer-generated product evaluations posted on company or third party websites (Mudambi & Schuff, 2010), online customer reviews are increasingly available for a wide range of products or services. Existing research on the factors that influence the effectiveness of online customer reviews has been implemented from a quantitative perspective, using experimentation and survey based methods to collect data, or analysing secondary data sets such as groups of online customer reviews from retailers such as Amazon. Whilst these studies were able to measure the impact of preselected determinants on concepts such as review helpfulness or review credibility they lacked qualitative in depth understanding, and fail to address key questions directly. This thesis marks a departure from existing studies that seek to understand the factors influencing the effectiveness of online customer reviews in that a qualitative approach was adopted to study a topic what has been previously studied from a quantitative perspective. It contributes to existing theory by providing a more in depth understanding of these factors, based on the testimonies of a sample made up of consumers that used online customer reviews on a regular basis. Sixteen interviews were conducted from a sample of twelve participants over two phases. In the pilot phase, participants discussed their experiences of using online customer reviews to assist with purchasing decisions, although the participant's responses were subject to the limitations of human memory. For the second phase, participants were given access to a PC and asked to locate online customer reviews related to an imminent purchasing decision. These reviews were then used as a stimulus for discussing the qualities of reviews that were seen as helpful and credible. The findings illustrated how many different factors across three categories (personal factors, environmental factors and message characteristics consisting of informational and normative determinants) enhanced or limited the effectiveness of online customer reviews, contributing to theory relating to the factors influencing review consultation and factors influencing perceptions of review helpfulness and review credibility. The findings also provide marketing managers and platform providers with detailed information that could be used to improve platforms, so that they can better facilitate the generation of reviews that are considered as helpful and credible by consumers that use them.
Book Synopsis The Power of Online Product Reviews by : Alexandra Smith
Download or read book The Power of Online Product Reviews written by Alexandra Smith and published by . This book was released on 2011 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product reviews are an integral component to a business,' be it small or large, reputation. The increasing rise of the Internet has only recently increased the power of the everyday consumer exponentially. Consumers are no longer at the mercy of advertisers and can now actively participate in and foster an open dialog about their personal experiences with a particular brand or product. Furthermore, the Internet has decreased geographical boundaries by increasing the reach of consumers' opinions beyond the traditional word-of-mouth reach of friends and neighbors. This study examines how the website in which the review is posted affects how the review is perceived by the reader. Specifically, this study examines if purchase intent or perceived credibility of a review is changed based on the online platform it is posted to. Using experimental design, this study analyzed reader perceptions of reviews placed on a social media website, a third-party marketplace website or a brand's e-commerce website. The study also analyzed the effect of product involvement on perceived credibility as well as intent to purchase the reviewed product. The results of the experiment found that platform type influences both purchase intention and reported credibility. The study also found that there is a significant interaction between platform type, product type and involvement on purchase intention, yet not on credibility. Although more research is needed, this study gives insights on how online reviews influence potential consumers.
Book Synopsis Do People Believe Electronic Word-of-mouth? by : Man Yee Cheung
Download or read book Do People Believe Electronic Word-of-mouth? written by Man Yee Cheung and published by . This book was released on 2006 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Effect of Online Consumer Reviews on Attitude and Purchase Intention by : Sai Wang
Download or read book The Effect of Online Consumer Reviews on Attitude and Purchase Intention written by Sai Wang and published by . This book was released on 2014 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: The objective of the study is to extend the emerging body and scope of research on consumer's attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer's attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews.
Book Synopsis Measuring Product Type with Dynamics of Online Review Variances by : Yili Hong
Download or read book Measuring Product Type with Dynamics of Online Review Variances written by Yili Hong and published by . This book was released on 2017 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: A significant body of literature in information systems, marketing, and economics has shown the important implication of the distinction between experience products and search products (“product type”) on consumer information search, marketplace design, and firm strategy. However, how to empirically measure product types remains a challenge, and this challenge is further complicated by the growth of online commerce and the increasing availability of online reviews that have transformed the nature of many products and altered the perception of these products. The objective of this research is to propose an online product review-based measure that could accurately reflect consumers' perception of a product, as search or experience dominated product. Based on the definitions of search and experience products -- whether information can be easily transferred or not -- we propose a data-driven method that can be used to infer product type from statistical analyses of online product reviews. Our theoretical analyses indicate that the variance of the ratings should decrease as more consumers rate a pure search product; for experience products however, the variance of the ratings may remain constant or increase depending on the importance of the experience attributes in determining consumer utility. We demonstrate the empirical applications of this approach at the category, product, and attribute levels using product reviews data from Amazon.com, Yelp.com, and Ctrip.com, respectively. In addition, a user study conducted on Amazon Mechanical Turk shows our review-based measure to outperform Nelson's (1970) product classification, which historically has been the standard in determining product type. Overall, this new measure provides an easy to implement, less subjective and more accurate measure of product type. Therefore, researchers and practitioners can use this measure to better understand how consumers perceive products and to design strategies accordingly.
Book Synopsis Searching for Experience on the Web by : Peng Huang
Download or read book Searching for Experience on the Web written by Peng Huang and published by . This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: By lowering the costs of gathering and sharing information, and offering new ways to learn about products prior to purchase, the Internet reduces traditional distinctions between search and experience goods. At the same time, differences in the type of information sought can change the process through which consumers gather information and make decisions online for search and experience goods. A preliminary experiment shows that, although there are significant differences in consumers' perceived ability to evaluate product quality prior to purchase between search and experience goods in traditional retail environments, these differences are blurred in online environments. An analysis of consumers' online behavior shows that consumers spend similar amount of time online gathering information for search and experience goods, but there are important differences in the browsing and purchase behavior for these two different types of goods. In particular, experience goods involve greater depth (time per page) and lower breadth (total number of pages) of search than search goods. In addition, free-riding (purchasing from a retailer other than the primary source of product information) is less severe for experience than for search goods. Finally, the presence of product reviews from other consumers, and multimedia that allows consumers to experience products before purchase, have a greater effect on search and purchase behavior for experience than for search goods.
Book Synopsis Modeling Consumer Learning from Online Product Reviews by : Ying Zhao
Download or read book Modeling Consumer Learning from Online Product Reviews written by Ying Zhao and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: We propose a structural model to study the effect of online product reviews on consumer purchases of experiential products. Such purchases are characterized by limited repeat purchase behavior of the same product item (such as a book title) but significant past usage experience with other products of the same type (such as books of the same genre). To cope with the uncertainty in quality of the product item, we posit that consumers may learn from their experience with the same type of product and others' experiences with the product item. We model the review credibility as the precision with which product reviews reflect the consumer's own product evaluation. The higher the precision, the more credible the information obtained from product reviews for the consumer, and the larger the effect of reviews on the consumer's choice probabilities. We extend the Bayesian learning framework to model consumer learning on both product quality and review credibility. We apply the model to a panel data set of 1,919 book purchases by 243 consumers. We find that consumers learn more from online reviews of book titles than from their own experience with other books of the same genre. In the counterfactual analysis, we illustrate the profit impact of product reviews and how it varies with the number of reviews. We also study the phenomenon of fake reviews. We find that fake reviews increase consumer uncertainty. The effects of more positive reviews and more numerous reviews on consumer choice are smaller on online retailing platforms that have fake product reviews.
Download or read book Trust written by Guido Mollering and published by Emerald Group Publishing. This book was released on 2006-04-06 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Trust: Reason, Routine, Reflexivity".
Book Synopsis Generation Y in Consumer and Labour Markets by : Anders Parment
Download or read book Generation Y in Consumer and Labour Markets written by Anders Parment and published by Routledge. This book was released on 2011-10-06 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.
Book Synopsis Measuring Product Type with Dynamics of Online Product Review Variances by : Yili Hong
Download or read book Measuring Product Type with Dynamics of Online Product Review Variances written by Yili Hong and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A significant body of literature in information systems, marketing, and economics has shown the important implication of the distinction between experience products and search products ("product type") on consumer information search, marketplace design, and firm strategy. However, how to empirically measure product types remains a challenge, and this challenge is further complicated by the growth of online commerce and the increasing availability of online reviews that have transformed the nature of many products and altered the traditional perception of these products. The objective of this research is to propose an online product review-based measure that could accurately reflect consumers' perception of a product, as search or experience dominated product. Based on the definitions of search and experience products - whether information can be easily transferred or not - we propose a data-driven method that can be used to infer product type from statistical analyses of online product reviews. Our theoretical analyses indicate that the variance of the ratings should decrease as more consumers rate a pure search product; for experience products however, the variance of the ratings may remain constant or increase depending on the importance of the experience attributes in determining consumer utility. We demonstrate the empirical applications of this approach at the category, product, and attribute levels using product reviews data from Amazon, Yelp, and Ctrip, respectively. In addition, a user study conducted on Amazon Mechanical Turk shows our review-based measure to outperform Nelson's (1970) product classification, which historically has been the standard in determining product type. Overall, this new measure provides an easy to implement, less subjective and more accurate measure of product type. Therefore, researchers and practitioners can use this measure to better understand how consumers perceive products and to design strategies accordingly.
Book Synopsis Groundswell, Expanded and Revised Edition by : Charlene Li
Download or read book Groundswell, Expanded and Revised Edition written by Charlene Li and published by Harvard Business Press. This book was released on 2011-06-07 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Book Synopsis Evaluating the Credibility of Online Consumer Reviews During a Simulation of an Active Purchase Decision by : Jillian Ney
Download or read book Evaluating the Credibility of Online Consumer Reviews During a Simulation of an Active Purchase Decision written by Jillian Ney and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The primary focus of this study is to explore how consumers determine the credibility of online social content, particularly consumer reviews. In doing so the research answered five key objectives: (1) to identify the types of online media used to gather product related information during an active information search, (2) to explore the factors considered by the consumer during information evaluation, (3) to determine the relative importance of each of the factors considered during decision making, (4) to investigate the interrelationships between the factors considered during decision making, and (5) to understand the factors which influence the credibility of online social content. A mixed methods methodology was adopted in the research. The 'connected consumer' segment was the sample frame. It was believed that by exploring the behaviours of the 'connected consumer' segment the study would aid in understanding the behaviours of the growing tech savvy consumer (O'Reilly and Marx, 2011), which is likely to become the largest consumer segment (Hardy, 2011). An exploratory qualitative element was conducted to ensure valuable positioning of the research, and determine the usefulness of sampling the connected consumer segment. A total of 12 semi-structured interviews were conducted to lead development of an online self-administered conjoint analysis survey. The survey generated a total of 180 usable responses, this sample was also found to be characteristic of the connected consumer segment. The findings of the research demonstrate that while the social media landscape offers multiple types of online social content, consumers are heavily reliant on online consumer reviews. The research makes a significant contribution to knowledge in the development of a new model of information credibility evaluation. It is argued that the structure of previous models of information credibility evaluation (Cheung et al, 2009; Hovland, 1948; Wathen and Burkell, 2002) are not structurally representative of the evaluation process. This research finds that content evaluative attributes are best represented by informational and normative determinants. By segmenting content evaluative attributes into informational and normative, the information credibility evaluation process is more accurately represented. To determine the credibility and personal relevance of an online consumer review, consumers use normative based content cues, source platform and content creator characteristics to assess the credibility of the informational content cues [the narrative]. In this study, the consumers' personal characteristics were not found to moderate the information evaluation process. The key implications for marketers, review site developers and consumers are discussed in relation to extracting more value from the consumer review process. Providing marketers with insight into handling the impact of consumer reviews on purchase; for review site developers with ideas to reduce the cognitive strain for consumers to review and evaluate reviews and increase the credibility of reviews; and finally for consumers themselves to write reviews that are helpful and credible. The directions for future research outlined in light of the findings of this research.
Book Synopsis Digital Media, Youth, and Credibility by : Miriam J. Metzger
Download or read book Digital Media, Youth, and Credibility written by Miriam J. Metzger and published by MIT Press. This book was released on 2008 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: The difficulties in determining the quality of information on the Internet--in particular, the implications of wide access and questionable credibility for youth and learning. Today we have access to an almost inconceivably vast amount of information, from sources that are increasingly portable, accessible, and interactive. The Internet and the explosion of digital media content have made more information available from more sources to more people than at any other time in human history. This brings an infinite number of opportunities for learning, social connection, and entertainment. But at the same time, the origin of information, its quality, and its veracity are often difficult to assess. This volume addresses the issue of credibility--the objective and subjective components that make information believable--in the contemporary media environment. The contributors look particularly at youth audiences and experiences, considering the implications of wide access and the questionable credibility of information for youth and learning. They discuss such topics as the credibility of health information online, how to teach credibility assessment, and public policy solutions. Much research has been done on credibility and new media, but little of it focuses on users younger than college students. Digital Media, Youth, and Credibility fills this gap in the literature. Contributors Matthew S. Eastin, Gunther Eysenbach, Brian Hilligoss, Frances Jacobson Harris, R. David Lankes, Soo Young Rieh, S. Shyam Sundar, Fred W. Weingarten
