University of Twente Student Theses
Reviewing experiences of experience goods online : the effect of different sets of online customer reviews on consumers' purchase intent towards experience goods
Ghebremairam, Adonay (2021) Reviewing experiences of experience goods online : the effect of different sets of online customer reviews on consumers' purchase intent towards experience goods.
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| Abstract: | The influence of online customer reviews (OCRs), such as first-party reviews, third-party reviews and customer testimonials, is increasing in the online decision-making process of consumers. At the moment, there is no unequivocal insight into the effect of these types of OCRs on the online decision-making process. Therefore, an online experiment was conducted via a two (Type OCR: First-party vs. Third-party) by three (Type of valence: positive, negative, and a combination of positive and negative) between-subjects design, with the additional condition of positive testimonials. All OCRs were based on the JBL Tune 225 TWS earphones. Before conducting the experiment, a pre-test was performed. Via convenience sampling and snowball sampling, 222 adult participants from the Netherlands properly completed the experiment. The results showed that the type of OCR had no effect on the online decision-making process. However, it was observed that some results regarding valence were in line with the hypotheses. Also, the interaction between valence and OCR had a positive effect on this. The combination of positive reviews with testimonials worked best for this. Further research regarding the type of OCR is advised to gain more insight into different the effect of different sets of OCRs on the online decision-making process. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89227 |
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