Online Reviews: Do Consumers Use Them?
Online Reviews: Do Consumers Use Them?
复制标题
DOI：
--
复制
发表时间：
2006-05
期刊：
影响因子：
--
通讯作者：
Patrali Chatterjee
中科院分区：
文献类型：
--
作者：
Patrali Chatterjee
大众媒体广泛报道了利用万维网发表对产品和公司的意见、投诉和建议的情况。然而，很少有人知道消费者如何使用这些评论，以及它们是否会对产品和零售商的评价和购买意愿产生影响。本研究探讨了在消费者已经做出产品/品牌决策的情况下，负面评论对零售商评价和光顾意愿的影响。我们的研究结果表明，口碑搜索的程度取决于消费者的原因，选择一个在线零售商。此外，负面口碑信息对感知可靠性和购买意愿的影响主要取决于对零售商的熟悉程度，并根据零售商是纯互联网还是点击和砂浆公司而有所不同。定位策略，以尽量减少负面口碑的影响管理的影响进行了讨论。
The use of the WWW as a venue for voicing opinions, complaints and recommendations on products and firms has been widely reported in the popular media. However little is known how consumers use these reviews and if they subsequently have any influence on evaluations and purchase intentions of products and retailers. This study examines the effect of negative reviews on retailer evaluation and patronage intention given that the consumer has already made a product/brand decision. Our results indicate that the extent of WOM search depends on the consumer's reasons for choosing an online retailer. Further the influence of negative WOM information on perceived reliability and purchase intentions is determined largely by familiarity with the retailer and differs based on whether the retailer is a pure-Internet or clicks-and-mortar firm. Managerial implications for positioning strategies to minimize the effect of negative word-of-mouth have been discussed.