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首页> 外文会议>AMA Winter Academic Conference >Should They or Should They Not: An Analysis of Online Review Effectiveness in Manufacturers'Online Shop
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Should They or Should They Not: An Analysis of Online Review Effectiveness in Manufacturers'Online Shop

机译：他们是否应该或他们应该不是：分析制造商榜上的在线审查效果

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摘要

Online reviews are an increasingly important tool for online shops but are only effective if perceived as being credible(Reimer/Benkenstein,2016).Many customers are skeptical about online reviews because online review manipulation is widely discussed in the media and it is difficult for customers to detect whether online reviews have been manipulated(Hu et al.,2012).Thus,online review credibility and customers'perception of an online shop's manipulative intent represent critical factors for online review effectiveness.Until now,it is not clear whether online review publication in manufacturers'online shops will have the intended positive consequences.It can be assumed that manufacturers'compared to retailers'online shops are perceived as less credible sources for publishing online reviews for two main reasons.First,manufacturers'online shops solely sell their own brands and thus have a high commercial interest in endorsing their own products with online reviews.Second,customers assume that manufacturers who operate their own online shops can easily delete negative or add positive reviews behind the scene(Peng et al.,2016).Our research aims at answering the following research question: Should manufacturers of fer online reviews in their own online shops and if so how should they do this?
机译：在线评论是在线商店越来越重要的工具，但如果被认为是可信的为了检测在线评论是否已被操纵（Hu等，2012）.thus，在线审查可信度和客户对在线商店的操纵意图的关键因素代表了在线评论效果的关键因素。现在，目前尚不清楚在线评论制造商的出版物的出版物将拥有预期的积极后果。它可以假设制造商对零售商的销售商店被认为是出版在线评论的不太可靠的来源，其出版在线评论的两个主要原因。首先，制造商'诺德商店仅售自有品牌，因此具有高商业兴趣，并通过在线评论中获得自己的产品.Second，客户假设经营自己的网上商店的制造商可以轻松删除现场背后的负面或添加积极评论（Peng等，2016）。我们的研究旨在回答以下研究问题：是否应该在他们自己的网上商店中的FER在线评论制造商如果是这样，他们应该怎么做到这一点？

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