Международные финансовые отношения

Список источников >Бизнес-книги >Финансы. Банковское дело. Инвестиции >Международные финансовые отношения >

"Get The Reviewers' BUZZ Before You Buy"

Автор: Claire Hulsebosch
Год: 2012
Издание: [не указанo]
Страниц: 108
ISBN: 3848409917
Electronic word-of-mouth (eWOM) is an important aspect in the online buying space, especially online reviews. Online reviews are experiences, evaluations and opinions of companies, products, or services. Often, reviews are the only or predominant source of decision-making aid used by consumers. Companies realise that these reviews may have an enormous influence on consumera??s purchase behaviour. The most important factor which emerges from the literature study is trust. For consumer reviews to be effective as decision-making aids, the consumer must trust the reviewer. Hence, the CITPI-model (conceptual model of the effects of reviewera??s Characteristics and Involvement on Trust and Purchase Intention) is developed. The results of the experiment show that when demographic- or lifestyle homophily is present, consumers find the reviewer (more) trustworthy which in turn has a positive effect on purchase intention. Managers of e-commerce sites, e-marketers and web designers can use these...
Добавлено: 2013-10-22 16:16:28

Это интересно...

Наши контакты

Рейтинг@Mail.ru

© 2009-2016, Список Литературы