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eWOM: Kundrecensioners påverkan på konsumenter utifrån Regulatory Focus-teorin
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2014. , 55 p.
Keyword [en]
eWOM, Regulatory Focus, consumption goals, customer reviews
Keyword [sv]
eWOM, Regulatory Focus, konsumtionsmål, kundrecensioner
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-26385OAI: oai:DiVA.org:sh-26385DiVA: diva2:787663
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2015-02-11 Created: 2015-02-11 Last updated: 2015-02-11Bibliographically approved

Open Access in DiVA

fulltext(1236 kB)364 downloads
File information
File name FULLTEXT01.pdfFile size 1236 kBChecksum SHA-512
f2c63fea34d5d451386ade00f6d3c1309bb3063611f1282b3b5649a19cc3fda152180c02707d4d23a35b6740afb175a05298dbb9a523817d8def4a13ee8ddc7e
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf