Examining the Effect of Product Comparison in Online Reviews on Product Sales
碩士 === 國立臺灣大學 === 資訊管理學研究所 === 103 === With the developments of the Internet and the social media, online reviews become increasingly popular. Many product review websites have been created and maintained. Some business-to-consumer (B2C) e-commerce companies also establish and foster online review f...
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| Format: | Others |
| Language: | en_US |
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2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/79312529345888151097 |
| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 103 === With the developments of the Internet and the social media, online reviews become increasingly popular. Many product review websites have been created and maintained. Some business-to-consumer (B2C) e-commerce companies also establish and foster online review forums for their customers to share opinions and experiences. It is a common phenomenon that many review writers disclose product comparison in their online reviews. Although prior studies have successfully demonstrated the relationship between online reviews and product sales, only very few studies have examined the product comparison in online reviews. To better address this important issue, our study investigates whether and how product comparison in online reviews impacts on product sales. Our findings reveal the relationship between product comparison in reviews and product sales, showing the importance of comparison targets in shaping the effect of the comparison on product sales.
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