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Following the breadcrumbs: An analysis of online product review characteristics by online shoppers
- Authors
- Muralidharan, S.; Yoon, H.J.; Sung, Y.; Miller, J.; Lee, A.
- Issue Date
- 2017
- Publisher
- Routledge
- Keywords
- emotions; end actions; online product reviews; review quality; review valence; satisfaction
- Citation
- Journal of Marketing Communications, v.23, no.2, pp.113 - 134
- Indexed
- SCOPUS
- Journal Title
- Journal of Marketing Communications
- Volume
- 23
- Number
- 2
- Start Page
- 113
- End Page
- 134
- ISSN
- 1352-7266
- Abstract
- Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N = 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed. © 2014 Informa UK Limited, trading as Taylor & Francis Group.
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