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Author: Nan Zhang
Publisher:
ISBN:
Category :
Languages : en
Pages : 268
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Book Description
Consumer online product reviews have profoundly affected consumer purchase decisions and products market performance. About 80% Internet users agree that their purchase decisions are influenced by online reviews. The features of online reviews, such as the volume, helpfulness, and valence have been found to significantly influence product sales. Despite of the marketing potential of online reviews, important gaps remain in consumer review research. First of all, there is a lack of understanding in the reward mechanism of review involvement. Research found that, although many people use online reviews to assist their purchase decisions, only 6% of consumers actually provide online reviews. Also, there is a lack of recognition of reviewers' purchase behaviors. Previous research has been focusing on the purchase behaviors of review readers. Indeed, people who provide reviews are existing consumers of the reviewed products. Past research showed that, it is easier and cheaper to keep current consumers than to explore new ones. Hence, it is relevant to investigate ways to improve reviewers' purchase behaviors. Specifically, to fill the above-mentioned gaps, this dissertation aims to answer several questions below: Specifically, to fill the above-mentioned gaps, this dissertation aims to answer several questions below: * How do different types of rewards impact review involvement? * Do causality orientations moderate the effect of rewards on review involvement? * How can managers use causality orientations to improve the effect of rewards? * How does reviewing a product online influence ones' own purchase behaviors? Results of two studies demonstrate that both intrinsic and extrinsic rewards improve review involvement. Further, review rewards are most effective when the rewards type matches a consumer's causality orientation. For example, intrinsic rewards works better with autonomous oriented individuals. Moreover, ones' causality orientation can be primed, and the primes interact with rewards types to improve review involvement in the same pattern as the causality orientations do. Results also show that by highly involving in reviewing a product online, reviewers' purchase behaviors are improved. However, the relationship between review involvement and reviewers' purchase behaviors is moderated by review valence. Theoretically, this research is the first known research to incorporate self-determination theory into consumer engagement/involvement literature. It is also among the first to investigate the purchase behaviors of review creators. Finally, it provides another empirical support for prime paradigm. Managerially, this research suggests ways to maximize the effectiveness of review rewards- managers can either use the right type of rewards to match with a consumer's causality orientation, or prime a consumer's causality orientation to match a given type of rewards. It also draws managers' attention on the sales potential of review creators. Managers can turn reviewers into loyal customers by rewarding their review involvement.
Author: Nan Zhang
Publisher:
ISBN:
Category :
Languages : en
Pages : 268
Get Book Here
Book Description
Consumer online product reviews have profoundly affected consumer purchase decisions and products market performance. About 80% Internet users agree that their purchase decisions are influenced by online reviews. The features of online reviews, such as the volume, helpfulness, and valence have been found to significantly influence product sales. Despite of the marketing potential of online reviews, important gaps remain in consumer review research. First of all, there is a lack of understanding in the reward mechanism of review involvement. Research found that, although many people use online reviews to assist their purchase decisions, only 6% of consumers actually provide online reviews. Also, there is a lack of recognition of reviewers' purchase behaviors. Previous research has been focusing on the purchase behaviors of review readers. Indeed, people who provide reviews are existing consumers of the reviewed products. Past research showed that, it is easier and cheaper to keep current consumers than to explore new ones. Hence, it is relevant to investigate ways to improve reviewers' purchase behaviors. Specifically, to fill the above-mentioned gaps, this dissertation aims to answer several questions below: Specifically, to fill the above-mentioned gaps, this dissertation aims to answer several questions below: * How do different types of rewards impact review involvement? * Do causality orientations moderate the effect of rewards on review involvement? * How can managers use causality orientations to improve the effect of rewards? * How does reviewing a product online influence ones' own purchase behaviors? Results of two studies demonstrate that both intrinsic and extrinsic rewards improve review involvement. Further, review rewards are most effective when the rewards type matches a consumer's causality orientation. For example, intrinsic rewards works better with autonomous oriented individuals. Moreover, ones' causality orientation can be primed, and the primes interact with rewards types to improve review involvement in the same pattern as the causality orientations do. Results also show that by highly involving in reviewing a product online, reviewers' purchase behaviors are improved. However, the relationship between review involvement and reviewers' purchase behaviors is moderated by review valence. Theoretically, this research is the first known research to incorporate self-determination theory into consumer engagement/involvement literature. It is also among the first to investigate the purchase behaviors of review creators. Finally, it provides another empirical support for prime paradigm. Managerially, this research suggests ways to maximize the effectiveness of review rewards- managers can either use the right type of rewards to match with a consumer's causality orientation, or prime a consumer's causality orientation to match a given type of rewards. It also draws managers' attention on the sales potential of review creators. Managers can turn reviewers into loyal customers by rewarding their review involvement.
Author: MD Soud Al Fahad
Publisher:
ISBN: 9781636481593
Category :
Languages : en
Pages : 100
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Book Description
High-low product involvement and high-low consumer expertise has impact on factor of online review (quality, quantity, and credibility) significantly and it has the effect on purchase intention of the consumer. The study created conceptual Model, which is adopted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but quantity of review on intention to purchase didn't differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of review didn't differ on the purchase of intention under low involvement and low expertise situation.
Author: Gary L. Lilien
Publisher: Prentice Hall
ISBN: 9780135456415
Category : Marketing
Languages : en
Pages : 803
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Book Description
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
Author: Marty Cagan
Publisher: John Wiley & Sons
ISBN: 111938754X
Category : Business & Economics
Languages : en
Pages : 370
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Book Description
How do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts. Whether you’re an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. Filled with the author’s own personal stories—and profiles of some of today’s most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love. The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.
Author: Nan Hu
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Online product reviews provided by consumers who previously purchased products have become a major information source for consumers and marketers regarding product quality. This study extends previous research by conducting a more compelling test of the effect of online reviews on sales. In particular, we consider both quantitative and qualitative aspects of online reviews, such as reviewer quality, reviewer exposure, product coverage, and temporal effects. Using transaction cost economics and uncertainty reduction theories, this study adopts a portfolio approach to assess the effectiveness of the online review market. We show that consumers understand the value difference between favorable news and unfavorable news and respond accordingly. Furthermore, when consumers read online reviews, they pay attention not only to review scores but to other contextual information such as a reviewer's reputation and reviewer exposure. The market responds more favorably to reviews written by reviewers with better reputation and higher exposure. Finally, we demonstrate that the impact of online reviews on sales diminishes over time. This suggests that firms need not provide incentives for customers to write reviews beyond a certain time period after products have been released.
Author: Sungmi Lee
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 124
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Book Description
Author: Nicole V Tolan
Publisher: Elsevier Health Sciences
ISBN: 0323754457
Category : Medical
Languages : en
Pages :
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Book Description
This issue of Clinics in Laboratory Medicine, guest edited by Drs. Nicole V. Tolan and Robert Nerenz, will cover Direct to Consumer Testing: The Role of Laboratory Medicine. This issue is one of four selected each year by our Editor-in-Chief, Dr. Milenko Jovan Tanasijevic. Topics discussed in this issue will include: Health Literacy, Identifying Valuable Tests, Challenges with At-Home and Mail-In Direct-to-Consumer Genetic Testing, Self-Ordering and Interpretations, American Association for Clinical Chemistry Direct-to-Consumer Genetic Testing Position Statement, Data Disjunction, Integration of At-Home Testing, Wearable Devices, Oncogene Panels and Risk Calculations, Ethics, and Pharmacy’s Integration and Testing Offered, among others.
Author: Young-Chan Kim
Publisher: Springer
ISBN: 331979048X
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
One of the first of its kind, this book examines the digitalization of Chinese businesses both theoretically and practically. Taking a fresh and unique approach, the authors seek to adopt individual theories for each empirical case explored and investigate the dramatic digital transformation that Chinese firms have undergone in recent years. With a particular focus on social networks, the authors observe and analyze the way that digitized applications can interlink with financial systems, developing new capabilities that help to yield competitive advantage. Covering both small to medium sized enterprises (SMEs) and globally orientated multinational enterprises (MNEs), this book is a valuable resource for those researching Asian business, or international business more generally, as well as innovation and technology management.
Author: Alexandra Smith
Publisher:
ISBN:
Category : Electronic Dissertations
Languages : en
Pages : 103
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Book Description
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.
Author: Yiliu Paul Tu
Publisher: Springer Nature
ISBN: 3031602609
Category :
Languages : en
Pages : 460
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Book Description
