Internet forums as influential sources of consumer information

Bickart, Barbara; Schindler, Robert M.

doi:10.1002/dir.1014.abs

Cited by 406 publications

(534 citation statements)

References 15 publications

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“…Consumers tend to perceive that online consumer reviews are more informative than product information from marketers or experts in terms of credibility and relevance [4,11,28,42,50]. They reveal more positive attitudes towards UGC than PGC (Producer Generated Content) [12].…”

Section: Gender and Online Consumer Reviewsmentioning

confidence: 95%

“…It is measured by a single factor which asks the participants to evaluate how they are likely to buy a product on online shopping on a seven-point scale: one being extremely unlikely, and seven being extremely likely. According to prior research, a single item has been used to measure consumers' purchase intention [4,14,21].…”

Section: Variablesmentioning

confidence: 99%

“…Online consumer reviews are generated by users-so termed UGC, User-Generated Content-, and those users are fellow consumers who have used and experienced the products. With that premise, consumers tend to perceive online consumer reviews more credible than other information [4,11,12,28,42,50]. Prior research on the role of online consumer reviews in online shopping found that they contribute to increasing product sales by positively affecting consumers' buying behaviors [13,16,17].…”

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confidence: 93%

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Gender differences in consumers’ perception of online consumer reviews

Bae

Lee

2010

Electron Commer Res

234

108

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Since the early days of the Internet, gender gap has existed in using the Internet, and it is particularly evident for online shopping. Females perceive higher level of risk for online shopping, and as a result, they tend to hesitate to make purchase online. Online consumer reviews can effectively mitigate such perceived risk by females and thereby attract them to buy online. This study investigates the effect of online consumer reviews on consumer's purchase intention. In particular, we examine whether there are gender differences in responding to online consumer reviews. The results show that the effect of online consumer reviews on purchase intention is stronger for females than males. The negativity effect, that consumers are influenced by a negative review more than by a positive review, is also found to be more evident for females. These findings have practical implications for online sellers to guide them to effectively use online consumer reviews to engage females in online shopping.

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Section: Gender and Online Consumer Reviewsmentioning

confidence: 95%

Section: Variablesmentioning

confidence: 99%

mentioning

confidence: 93%

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Gender differences in consumers’ perception of online consumer reviews

Bae

Lee

2010

Electron Commer Res

234

108

View full text Add to dashboard Cite

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“…These products/services are valuable source for extracting marketing information for future research and development (Kozinets, 2002;Bickart & Shindler, 2001). Moreover, marketing managers can generate precise, more detailed, customized and multidimensional facts about targeted consumer at a very low cost as compared to other marketing research tools (Kozinets, 1999).…”

Section: Characteristics Of Online Brand Community (Obc)mentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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“…For example, seller ratings influence the probability of sales on eBay [24], and product reviews affect book sales at Amazon.com [8]. Bickart and Schindler [2] found that consumer opinions had more impact than a company's marketing information. As a reputation mechanism, ratings can have a moderating effect on parties in a transaction, even between parties involved in one-time transactions.…”

mentioning

confidence: 98%

An integrative approach to assess qualitative and quantitative consumer feedback

Gerdes

Stringam

Brookshire

2008

Electron Commer Res

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The increasing availability of consumer feedback on the web provides a wealth of information that organizations can use for product and service improvement. Many consumer feedback sites allow users to enter both a quantitative rating and a qualitative critique. Previous research has used this information disjunctively. This work proposes an innovative approach that integrates the two types of information to identify words that are related to positive or negative consumer ratings. A case study shows that this approach does raise some issues not identified using existing analytical approaches.

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Internet forums as influential sources of consumer information

Cited by 406 publications

References 15 publications

Gender differences in consumers’ perception of online consumer reviews

Gender differences in consumers’ perception of online consumer reviews

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

An integrative approach to assess qualitative and quantitative consumer feedback

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