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首页> 外文期刊>Journal of marketing communications >Following the breadcrumbs: An analysis of online product review characteristics by online shoppers
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Following the breadcrumbs: An analysis of online product review characteristics by online shoppers

机译：跟踪面包屑：网上购物者对在线产品评论特征的分析

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摘要

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.
机译：消费者生成的产品评论是在线购买的推动力。同时，不利的评论可能会阻止有兴趣的在线购物者，最终损害品牌。这项探索性研究的目的是分析各种特征和在线产品评论的价值，以帮助应对客户的不满。收集了来自Amazon.com的产品评论（N = 1982）并分析了内容。一些主要发现包括：（a）价格是最常讨论的产品特征； （b）在线购物者发现双面评论最能提供信息，这与通常认为负面评论本质上具有更多信息和诊断性的假设相矛盾； （c）“不采取行动”是双面和消极评论中最常见的最终行动，表明不满程度的不同可能并不总是导致消极最终行动。讨论了对营销人员的影响。

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  • 来源
    《Journal of marketing communications》 |2017年第2期|113-134|共22页
  • 作者

    Sidharth Muralidharan; Hye Jin Yoon; Yongjun Sung; Jessica Miller; Arturo Lee;

  • 作者单位

    Temerlin Advertising Institute, Southern Methodist University, 202 Umphrey Lee Center, PO Box 750113, Dallas, TX 75275, USA;

    Temerlin Advertising Institute, Southern Methodist University, 202 Umphrey Lee Center, PO Box 750113, Dallas, TX 75275, USA;

    Department of Psychology, Korea University, 145, Anam-ro, Seongbuk-gu, Seoul 136-701, Republic of Korea;

    Temerlin Advertising Institute, Southern Methodist University, 202 Umphrey Lee Center, PO Box 750113, Dallas, TX 75275, USA;

    Temerlin Advertising Institute, Southern Methodist University, 202 Umphrey Lee Center, PO Box 750113, Dallas, TX 75275, USA;

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  • 原文格式 PDF
  • 正文语种 eng
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  • 关键词

    online product reviews; satisfaction; review valence; review quality; emotions; end actions;

    机译：在线产品评论;满足;复查价;审查质量;情绪结束动作;

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