Title page for ETD etd-04272010-160358

Type of Document Master's Thesis
Author Mrazek, Pavel
Author's Email Address pavel.mrazek@gmail.com
URN etd-04272010-160358
Title Creating Brands Online: Third Party Opinions and Their Effect on Consumers' Trust in Brands and Purchase Intentions
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Porter, Lance Committee Chair
Dahmen, Nicole Smith Committee Member
Osborne, Anne Cunningham Committee Member
  • online trust
  • purchase intention
  • online experiment
  • expert review
  • online product review
  • consumer review
Date of Defense 2010-04-12
Availability unrestricted
Consumer lack of trust in online vendors and brands is identified as one of the biggest obstacles in the growth of e-commerce. This study examined how third-party product reviews help in building consumers’ trust, in consumers’ perception of product quality, their brand attitudes and consumers’ purchase intention. The six cell experimental design tested the effect of consumer and expert online product reviews on fictitious web sites for high-involvement and low-involvement products. The findings indicate that online consumer product reviews perform better than online expert product reviews and no product reviews. Online product reviews affected visitors to a web site with a high-involvement product the most. The study implies that online consumer product reviews significantly affect consumers in a high-involvement condition and are more effective than online expert product reviews.
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