Effects Of Online Reviews Research Articles

The effects of online reviews on service expectations: Do cultural value orientations matter?

This study aims to explore the moderating influence of cultural value orientations of consumers on their use of positive and negative electronic word of mouth eWOM (PWOM and NWOM) to develop service expectations. It uses two experimental studies. Study 1 involves analysis of the manipulated effects of consumer-generated eWOM valence with 266 consumers from three different countries. Study 2 comprises of replication of study 1 but with added marketer generated information (imagery of the firm) with 84 consumers. The findings show that cultural value dimensions of power distance and long-term orientation influence how consumers react to PWOM and NWOM. For low power distance and short-term oriented consumers, the degree of impact on expectations is much higher when they encounter NWOM versus PWOM as compared to high power distance and long-term oriented consumers. It suggests a new segmentation strategy for practitioners based on the relationship between the interpretation of online reviews and cultural orientation of individual consumers.

The effect of online reviews on product sales: A joint sentiment-topic analysis

This research examines the business impact of online reviews. It empirically investigates the influence of numerical and textual reviews on product sales performance. We use a Joint Sentiment-Topic model to extract the topics and associated sentiments in review texts. We further propose that numerical rating mediates the effects of textual sentiments. Findings not only contribute to the knowledge of how eWOM impacts product sales, but also illustrate how numerical rating and textual reviews interplay while shaping product sales. In practice, the findings help online vendors strategize business analytics operations by focusing on more relevant aspects that ultimately drive sales.

The Effect of Online Distribution Channel’s Review on Purchasing Behavior Change

Purpose – The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the...

A multi-criteria decision-making model for hotel selection with linguistic distribution assessments

The effect of online reviews on resulting decisions attracted the interests of merchants and researchers in different fields. According to existing studies, the decisions of tourists are highly likely modified after browsing online reviews from other travelers on a tourism website. The manner in which online reviews on tourism websites are utilized to select hotels and support tourists is a noteworthy research problem. Online reviews of a hotel are provided by various tourists with respect to different criteria; thus, each tourist is regarded as a decision-maker. In this instance, the problem of hotel selection is based on online reviews in a tourism website and is expressed as a multi-criteria decision-making problem. In this study, a mathematical model was designed to select appropriate hotels on websites. First, a new comparison method for linguistic distribution assessments was proposed based on linguistic scale functions. Second, a novel distance measurement between linguistic distribution assessments with different numbers of linguistic terms was defined with an adjustable parameter. Third, a model for calculating weights and a mathematical model were constructed according to the idea of prioritized aggregation operator and distance measurement. Finally, a case study of TripAdvisor.com was conducted to select suitable hotels using online reviews of hotels. Data analysis was completed to prove the viability of the designed model.

The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity

Due to the experiential nature of travel-related products, online reviews have become an increasingly popular information source in travel planning and have a profound effect on consumers’ buying decisions, particularly in hotel booking. On the basis of homophily and similarity-attraction theory, we posit that review valence is positively related to consumers’ hotel booking intentions, and expect this relationship to be moderated by surface- (demographic) and deep-level (preference) similarities. The findings from two experiments conducted in Germany and Macau indicate that review valence significantly affects hotel booking intention, and that reader-reviewer demographic similarity moderates this effect. This three-way interaction reveals a substituting moderation effect between demographic similarity and preference similarity. One practical implication is that travel websites should find methods of exposing users to reviews written by those with either similar demographic characteristics or preferences, which facilitate travelers’ decision-making processes.

서포터즈의 온라인 리뷰 유형에 따른 패션 브랜드의 온라인 인상형성과 구전효과에 대한 연구

Many brands are attempting to use consumers as a part of their marketing strategies, due to the fashion industry's sensitive response to consumers' reaction. In addition, due to the popularity of e-WOM(electronic Word-Of-Mouth), fashion brands are highly sensitive to their supporters' online reviews. Amid this background, the main objectives of this study are as follows: 1) to analyze the effect of online reviews' attributes and valences on forming an impression about a fashion brand; 2) to examine the online re-WOM(word-of-mouth) effect of online reviews by fashion brand supporters on brand attitude; and 3) to measure the moderating effect of fashion involvement in online re-WOM intention. In order to verify the research model and to test the proposed hypotheses, a 2 (utilitarian vs. hedonic review attributes) by 2 (positive vs. negative review valences) model is constructed and gathers 215 respondents. The results demonstrate that consumers form the highest reliable impression based on utilitarian and negative online reviews. However, there is no relationship between the types of online reviews and the formation of a favorable impression. Findings also reveal that the impression formed by online reviews has a positive effect on re-WOM intention, contributing to brand attitude. In addition, the hypothesis about the moderating effect produced by fashion involvement on re-WOM is supported. In conclusion, these results suggest that online reviews by fashion brand supporters have a powerful effect on forming a consumer's impression towards a fashion brand, affecting re-WOM intention and brand attitude.

The effect of online reviews on e-tailers’ pricing in a dual-channel market with competition

As opinion-rich information produced by consumers, online reviews function as both informants and recommenders. They are rather influential on the purchasing intention of potential consumers. But how to fix price for maximal profits on basis of online reviews remains a true challenge for online-sellers. Consumers are grouped into three types according to the channel of information they refer for purchasing decisions: (1) online information only; (2) online and offline information; and (3) offline information only. Based on the grouping, we construct a review-involved pricing model by the utility theory and game theory. The model considers the competition in pricing between e-tailer and physical retailer channels, and enables measurement of relationship between pricing and online reviews. Numerical simulation is used to explore the relationship between optimized revenue and other factors such as additional cost of online shopping, number of reviews, and applause rate of reviews. The results show that applause rate always has a positive effect on the pricing and profit in e-tails, and so does the number of online reviews except the case of extremely low applause rate. It is also shown that e-tailers can improve their profit by decreasing additional cost of online shopping, though the price will be lower.

Effect of Online Reviews on Customers of Bangalore-Based Real Estate Company - An Exploratory Study

Social media, consumer forums, review sites and blogs facilitate wider and faster sharing of customer experiences. Consumers look at user-generated reviews in consumer portals before deciding to purchase products/services. This Paper aims at studying effects of online reviews on intentions of existing and potential customers to pursue specific actions with regard to budget- and mid-range housing projects offered by a Bangalore-based realty company (Bangalore Realty Limited - BRL). Main data set for the study comprises of 221 user online reviews - in eight consumer review/complaint portals over a period of four years (2010-2014), supplemented by personal interviews of 25 customers. Online reviews are subjected to manual content analysis. Emergent themes in the reviews are identified and frequencies for negative and positive themes, valence and outcomes - which culminate in actions such as ‘taking legal recourse’, ‘withdrawal from the project’ or intentions ‘not to recommend’ and ‘to recommend’ - are determined. Such intentions expressed in reviews convey strong messages as further “threads” and “comments” are generated. Parameters like ‘Mean time to get the complaints resolved’ (in case of registration of sites and getting refunds on cancellation) are determined. This study reveals that user-generated online reviews help customers for making decisions about ‘continuance’ or ‘withdrawal’ or ‘staying away’ from the projects of BRL. At the same time BRL itself benefits from monitoring and responding to such reviews through setting up of appropriate customer complaints handling system, for gathering, transmitting and resolution of issues raised in online reviews, which would minimize harmful effect of negative reviews and maximize beneficial effect of positive reviews. Giving timely responses to customer complaints/online reviews, and periodic communication about project status may not require additional capital outlay or human resources. BRL’s current policy of ignoring or being indifferent to online reviews would be detrimental for its revenues, reputation and future growth. Study is based on analysis of qualitative data which cannot be subjected to robust statistical tests. Many critical dimensions such as customer/user preferences, motives, expertise, involvement and credibility (of the portals, users posting online reviews) are not analyzed in this study, as online reviews do not contain relevant data.

The Impact of Electronic Word of Mouth on Consumers' Purchasing Decisions

substantial growth in online social networks has vastly expanded the potential impact of electronic word of mouth (eWOM) on consumer purchasing decisions. A critical literature review exposed that there is limited research on the impact of online consumer reviews on online purchasing decisions of Saudi Arabian consumers. This research reports on results of a study on the effects of online reviews on Saudi citizens' online purchasing decisions. The results show that Saudi Internet shoppers are very much influenced by eWOM, and that a larger percentage of them are dependent on such online forums when making decisions to purchase products through the Internet. General Terms E-commerce, online shopping reviews. Keywordsword of mouth; eWOM; online WOM; online consumer reviews; Saudi Arabia.

항상 온라인 리뷰 수가 많을수록 좋은가? : 영화 평점에 대한 소비자 반응을 중심으로

항상 온라인 리뷰 수가 많을수록 좋은가? : 영화 평점에 대한 소비자 반응을 중심으로

How perceived quality of online reviews affects consumer purchase intention

The effect of online product reviews on product sales has become a central interest of marketing and information systems researchers because of the popularity of such type of reviews. However, most previous studies were conducted at the product level, rather than at the website level. Analysing the influence of online reviews on consumer intention to purchase on websites is necessary because websites are more concerned about the aggregate effect of online reviews on sales, rather than sales from individual products. Using word-of-mouth literature and information quality theory as bases, we examine whether and how online reviews affect consumer purchase intention on a specific website. We identify four online review attributes, namely, intrinsic quality of online reviews, number of online reviews, reviewer reputation, and review timeliness, and assess their effects on consumer purchase intention. The findings of this study reveal the positive effects of the first two factors on consumer purchase intention, whereas the remaining two attributes show no such influence.

Effects of Online Reviews on Judgments of a Product: The Role of Correction Messages and the Passage of Time

Effects of Online Reviews on Judgments of a Product: The Role of Correction Messages and the Passage of Time

Effects of On-line Reviews’ Favorability and Feedback level on Consumer Responses: Based on Experimental Design on Web-Site

Effects of On-line Reviews’ Favorability and Feedback level on Consumer Responses: Based on Experimental Design on Web-Site