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eWOM: Kundrecensioners påverkan på konsumenter utifrån Regulatory Focus-teorin
Södertörns högskola, Institutionen för samhällsvetenskaper.
Södertörns högskola, Institutionen för samhällsvetenskaper.
2014 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

This study examines the eWOM effect, more specifically: how customer reviews effects consumers. The study is based on a modified version of the Regulatory Focus Theory which describes consumer behavior using consumer consumption goals. The purpose of this study was to examine how positive and negative customer review's influence consumers when analyzing products that are equally characterized by two consumption goals: promotion and prevention goals. The authors combined quantitative (questionnaire) and qualitative (focus groups) research methods with the sample selection for both research methods being based on students of Södertörns University. Results indicate that negative customer reviews have a stronger influence on consumers than positive customer reviews when analyzing products that are equally characterized by the promotion goals and prevention goals. The results contradict the authors hypothesis which predicted an equally strong influence from positive and negative customer reviews.

sted, utgiver, år, opplag, sider
2014. , s. 55
Emneord [en]
eWOM, Regulatory Focus, consumption goals, customer reviews
Emneord [sv]
eWOM, Regulatory Focus, konsumtionsmål, kundrecensioner
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-26385OAI: oai:DiVA.org:sh-26385DiVA, id: diva2:787663
Fag / kurs
Business Studies
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2015-02-11 Laget: 2015-02-11 Sist oppdatert: 2015-02-11bibliografisk kontrollert

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