Example, please! Comparing the effects of single customer reviews and aggregate review scores on online shoppers' product evaluations

被引：38

作者：

Ziegele, Marc ^{[1
]}

Weber, Mathias ^{[1
]}

机构：

[1] Johannes Gutenberg Univ Mainz, Dept Commun, D-55128 Mainz, Germany

来源：

JOURNAL OF CONSUMER BEHAVIOUR | 2015年 / 14卷 / 02期

关键词：

WORD-OF-MOUTH; CONSUMER REVIEWS; IMPACT; COMMUNICATION; INTENTION; SALES; DETERMINANTS; CREDIBILITY; INFORMATION; PERSUASION;

D O I：

10.1002/cb.1503

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Many websites of online retail stores display two forms of electronic word of mouth on a single product site, namely single customer reviews and aggregate review scores. This study compares the effects of simultaneously presented single customer reviews and aggregate review scores on product evaluations of visitors of online retail stores. We hypothesize that well-argued single customer reviews should be more influential than aggregate review scores that display the mean rating of all published reviews of a product. Drawing on a 2x2 factorial online experiment, we show that a single customer review is effective, even when potential buyers do not perceive it as representing overall customer satisfaction. Effects of the aggregate review score are weaker and completely mediated by a potential buyer's estimate of overall customer satisfaction. Trust in product reviews as a credible source of product-related communication moderates some of these effects. Copyright (c) 2014 John Wiley & Sons, Ltd.

引用

页码：103 / 114

页数：12

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