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Publicação
The Armchair quarterback syndrome: Do users pay attention to non-user-related feedback?
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| 2.24 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Do potential customers’ purchasing decision get affected by reviews from people whose reviews
clearly show that they have never tried or used a product or brand? This study investigates this by
doing a scenario-based experiment, utilizing a 2x2 between-subjects design (information source:
armchair quarterback vs expert x consumer behavior: goal-directed vs experiential). Results indicate
that (1) negative reviews, whether they come from negative human experts or armchair quarterbacks,
can still impact positive purchase intention; (2) negative reviews can discourage an individual to spend,
whether he or she has the goal to purchase a product or not; (3) attitude towards online reviews have
a significant effect on positive purchase intention. This paper provides practical implications in dealing
with negative online reviews.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
WOM eWOM online reviews negative reviews user-generated product review experience goods armchair quarterback purchase intention SOR model SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure