THE RELATIONSHIP BETWEEN CONSUMER ONLINE REVIEWS AND SALES

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63524736" target="_blank" >RIV/70883521:28120/20:63524736 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
THE RELATIONSHIP BETWEEN CONSUMER ONLINE REVIEWS AND SALES
Original language description
Social commerce has taken the e‑tailing world by storm. Business‑to‑consumer sites and, more important, intermediaries that facilitate shopping experience, continue to offer more and more innovative technologies to support social interaction among like-minded community members or friends who share the same shopping interests. Online word-of-mouth (WOM) such as consumer opinions, user experiences, and product reviews has become a major information source in consumer purchase decisions. Prior research on online reviews effect has focused mostly on low involvement products such as books or CDs. With the minimal role of price in the buying decision, social discussion via online reviews becomes a collective signal of reputation, and ultimately a significant demand driver. This study shows that online reviews can be used to convey the reputation of the product, brand or goods. Also, it shows that online reviews have a significant impact on retailers’ sales and offers the method for future research. In this paper, the theoretical and practical implications of the research results are discussed.
Czech name
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Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Book of Proceedings - Economic and Social Development
ISBN
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ISSN
1849-7535
e-ISSN
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Number of pages
6
Pages from-to
121-126
Publisher name
Varazdin Development and Entrepreneurship Agency
Place of publication
Varaždín
Event location
Porto
Event date
Apr 16, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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