THE RELATIONSHIP BETWEEN CONSUMER ONLINE REVIEWS AND SALES
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
—
DOI - Digital Object Identifier
—
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
THE RELATIONSHIP BETWEEN CONSUMER ONLINE REVIEWS AND SALES
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
THE RELATIONSHIP BETWEEN CONSUMER ONLINE REVIEWS AND SALES
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2020
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Book of Proceedings - Economic and Social Development
ISBN
—
ISSN
1849-7535
e-ISSN
—
Počet stran výsledku
6
Strana od-do
121-126
Název nakladatele
Varazdin Development and Entrepreneurship Agency
Místo vydání
Varaždín
Místo konání akce
Porto
Datum konání akce
16. 4. 2020
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
—