Following the breadcrumbs: An analysis of online product review characteristics by online shoppers
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Muralidharan, S. | - |
dc.contributor.author | Yoon, H.J. | - |
dc.contributor.author | Sung, Y. | - |
dc.contributor.author | Miller, J. | - |
dc.contributor.author | Lee, A. | - |
dc.date.accessioned | 2021-09-03T14:04:01Z | - |
dc.date.available | 2021-09-03T14:04:01Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2017 | - |
dc.identifier.issn | 1352-7266 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/86105 | - |
dc.description.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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | Routledge | - |
dc.title | Following the breadcrumbs: An analysis of online product review characteristics by online shoppers | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Sung, Y. | - |
dc.identifier.doi | 10.1080/13527266.2014.949824 | - |
dc.identifier.scopusid | 2-s2.0-85028254104 | - |
dc.identifier.bibliographicCitation | Journal of Marketing Communications, v.23, no.2, pp.113 - 134 | - |
dc.relation.isPartOf | Journal of Marketing Communications | - |
dc.citation.title | Journal of Marketing Communications | - |
dc.citation.volume | 23 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 113 | - |
dc.citation.endPage | 134 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | emotions | - |
dc.subject.keywordAuthor | end actions | - |
dc.subject.keywordAuthor | online product reviews | - |
dc.subject.keywordAuthor | review quality | - |
dc.subject.keywordAuthor | review valence | - |
dc.subject.keywordAuthor | satisfaction | - |
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