Following the breadcrumbs: An analysis of online product review characteristics by online shoppers

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dc.contributor.authorHonerkamp, Vincenten
dc.date.accessioned2020-03-22T00:23:22Zen
dc.date.available2020-03-22T00:23:22Zen
dc.date.issued2020-03-06en
dc.description.abstractConsumer-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 1⁄4 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.en
dc.identifier.urihttp://hdl.handle.net/10919/97404en
dc.language.isoenen
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectReviewsen
dc.subjecthospitalityen
dc.subjectbrandingen
dc.titleFollowing the breadcrumbs: An analysis of online product review characteristics by online shoppersen
dc.typeSummaryen

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Summaries of Academic Articles on Research in Hospitality (Feiertag Collection)