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Author: Liping Mao
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 152
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Book Description
Online product reviews, as an electronic form of word-of-mouth, attract an increasing number of people. The purpose of this study was to explore the effects of cultural differences and online product review message features on customers' purchasing intentions. A 2 (culture: individualistic vs. collectivist) x 2 (review quality: high vs. low) x 2 (review quantity: high vs. low) between-subjects experimental design was used. Three hundred nineteen people (Americans = 157; Chinese = 162) participated. The results of this study found main effects for review quality and quantity on customers' purchasing intention, which are consistent with prior research. However, these main effects were qualified by culture. When taking cultural factors into consideration, review quantity showed a significant advantage among people from collectivistic cultures, whereas individualistic people were more persuaded by review quality than review quantity. According to the elaboration likelihood model (ELM), all participants should have centrally processed the message since all of the participants were highly involved in the experimental product. Therefore, all participants should have been most persuaded by quality. However, the finding in collectivistic customers was reversed. The inverse result among Chinese consumers is explained in terms of social proof. Additionally, implications of considering cultural factors in marketing and the ELM are also addressed.
Author: Liping Mao
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 152
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Book Description
Online product reviews, as an electronic form of word-of-mouth, attract an increasing number of people. The purpose of this study was to explore the effects of cultural differences and online product review message features on customers' purchasing intentions. A 2 (culture: individualistic vs. collectivist) x 2 (review quality: high vs. low) x 2 (review quantity: high vs. low) between-subjects experimental design was used. Three hundred nineteen people (Americans = 157; Chinese = 162) participated. The results of this study found main effects for review quality and quantity on customers' purchasing intention, which are consistent with prior research. However, these main effects were qualified by culture. When taking cultural factors into consideration, review quantity showed a significant advantage among people from collectivistic cultures, whereas individualistic people were more persuaded by review quality than review quantity. According to the elaboration likelihood model (ELM), all participants should have centrally processed the message since all of the participants were highly involved in the experimental product. Therefore, all participants should have been most persuaded by quality. However, the finding in collectivistic customers was reversed. The inverse result among Chinese consumers is explained in terms of social proof. Additionally, implications of considering cultural factors in marketing and the ELM are also addressed.
Author: Sai Wang
Publisher:
ISBN:
Category :
Languages : en
Pages : 120
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Book Description
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.
Author: Harry C Triandis
Publisher: Routledge
ISBN: 0429979479
Category : Social Science
Languages : en
Pages : 458
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Book Description
This book explores the constructs of collectivism and individualism and the wide-ranging implications of individualism and collectivism for political, social, religious, and economic life, drawing on examples from Japan, Sweden, China, Greece, Russia, the United States, and other countries.
Author: PRADEEP RACHERLA
Publisher:
ISBN:
Category :
Languages : en
Pages : 204
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Book Description
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.
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: Yiru Wang
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
This dissertation explores the effects of online review characteristics on consumers' information processing and persuasion. Online consumer review is a managerially important topic because consumers trust online reviews and make purchase decisions using online reviews. However, determining what constitutes a persuasive review is challenging since they contain multiple features, some of them unexplored. Moreover, some reviews are fake - when persuasive, these negatively influence consumer decision making. This dissertation addresses these issues by (1) proposing new review content and context features that may drive online review persuasiveness and (2) study how fake reviews can be better labeled by firms, as well as more accurately detected and processed by consumers. The dissertation is organized into three essays. Essay I explores how online review information content drives persuasion. The literature implicitly assumes that online review length is a proxy for information content. This essay disentangles both of these key content features and proposes a new information content metric based on Shannon's entropy. Two experiments and a secondary data study reveal that information content can be highly persuasive, independent of length, particularly under high purchase uncertainty. Essay II explores how social context features influence online review processing. Research shows that context features, such as website characteristics (i.e., not the content of the review itself) can moderate how such content persuades review readers. The essay studies the effect of two new social features on persuasiveness: (1) how cohesive a website's community is perceived to be, and (2) whether the reviewed product might be more likely to be used by multiple consumers, which I label "product collaborativeness". I expect that as website cohesiveness and product collaborativeness increases, consumers will be more persuaded by reviewers' characteristics as opposed to review content. Essay III explores how backstage review content features known to online platforms, but not to users, could indicate review suspiciousness. This essay also explores whether consumers find suspicious reviews useful. I find that consumers rate them less likely to be helpful compared to unsuspicious reviews, indicating that platforms need to take steps to prevent consumers from being misled by suspicious reviews. To this end, I further conducted a series of experiments, and find that digital nudging via brief visual alerts of suspicious reviews can be more effective than deleting them quietly, which is the current strategy of most platforms. In addition, I also explore digital nudging framing to maximize the effectiveness of this tactic.
Author: Haibin ZHANG
Publisher: Scientific Research Publishing, Inc. USA
ISBN: 1649976186
Category : Antiques & Collectibles
Languages : en
Pages : 168
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Book Description
该研究揭示了几个发现：首先，多媒体表达在中国和日本都是网络口碑的重要因素，尤其是在日本消费者中。其次，日本消费者在打算购买时更喜欢传播口碑信息。第三，有用性会影响中国的传播意图，尽管日本似乎并非如此。第四，有用性和信任可以相互增强。最后，提高购买意愿的最佳解决方案可能不是同时增加能力信任和正直信任。
Author: James Agarwal
Publisher: Springer
ISBN: 3319741292
Category : Business & Economics
Languages : en
Pages : 387
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Book Description
This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.
Author: Nicklas Westphal
Publisher: GRIN Verlag
ISBN: 3668423512
Category : Business & Economics
Languages : en
Pages : 109
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Book Description
Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 74%, University of Warwick, language: English, abstract: International marketers are trying to encourage positive electronic word-of-mouth (eWoM) about their products and services. The question of whether consumers in different cultures respond differently to eWoM is critical if marketers are to leverage the potentially global power of eWoM. The central objective of this study is to critically evaluate whether espoused national cultural values at the individual level influence the effect of eWoM on consumers’ purchase intention. Prior cross-cultural eWoM research mostly studied culture at the country level. This paper draws on perspectives in cultural psychology and cross-cultural research that argue that individuals espouse national cultural values to different degrees. Therefore, predicting the influence of culture on individuals’ behaviour necessitates to assess cultural values by personality tests at the individual level of analysis. Yet, no research can sufficiently answer the question of how individual level culture may influence the effect of eWoM on purchase intention. The present research addresses this gap by measuring espoused national cultural values of power distance, uncertainty avoidance, individualism/collectivism, and masculinity/ femininity at the individual level of analysis and investigating their influence on the effect of eWoM on purchase intention. An experiment, using a repeated measures design, was conducted with 100 subjects from 18 countries. The results reveal that, as expected, consumers’ purchase intentions are significantly higher after reading eWoM than after reading factual information on a company website. Further, the results show that, contrary to expectations, this effect is not significantly influenced by the national cultural values an individual espouses. This implies that traditional market segmentations based on culture are of limited relevance in the online market place. Theoretical and managerial implications are discussed.
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.
