| 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 |
|
| Keywords |
- online trust
- purchase intention
- online experiment
- expert review
- online product review
- consumer review
|
| Date of Defense |
2010-04-12 |
| Availability |
unrestricted |
Abstract
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.
|
| Files |
| Filename |
Size |
Approximate Download Time
(Hours:Minutes:Seconds)
|
| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
| |
thesismrazek.pdf |
1.63 Mb |
00:07:31 |
00:03:52 |
00:03:23 |
00:01:41 |
00:00:08 |
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