Auteur(s) : Plotkina, Daria
Directeur : Munzel, Andreas, Meyer-Waarden, Lars (1968-....)
Composante : EMS
Date de création : 30-06-2013

Description : Marketing, With the growing importance of the Internet and its increasing impact on everyday behaviour and consumption practices, accessible online information on companies and their products is of great consideration. As a major source of web-accessible information, prior research provides support for the role online reviews play in consumers’ decision-making processes. We conduct a multi-categorical study integrating the, thus far, understudied effect of novelty on the effectiveness of recommendations via online reviews. We also include the moderating effects of product type, review type, and consumer characteristics on the recommendation receiver’s purchase intention after exposure to a positive or negative online review. We were able to obtain interesting insights into product novelty and the impact of online reviews according to the type of review, on the purchase intention and point out managerial applications of the findings as well as perspective paths for future research. Our results show that product novelty is a subjective characteristic identified only for products that are purchased on a regular basis. In this case, new products are initially viewed as less appealing and are therefore more impacted by negative reviews and less impacted by positive ones. Additionally, we found that the valence of the review has a significantly differentiating impact on the direction of the reaction and the implied factors. Reviews generated by the consumers are less efficient than experts’ positive opinions, but more convincing when negative. Product type difference is especially bold and highlights the importance of a narrowly specialized or, on the contrary, a multi-categorical study for conclusions that merit generalization. Additionally, we conclude that, as consumer intrinsic and extrinsic characteristics are the main determinants in his/her reaction to the online review, it is important to have a good knowledge of the customer. We show that even the basic characteristics of the customers can provide a deep insight on their profile to predict the most probable reaction to the online reviews.
Mots-clés libres : Comportement du consommateur, Marketing, online review, purchase intention, commentaires en ligne, intention d'achat, 650 Gestion et organisation de l'entreprise
Couverture : FR