國立高雄大學圖資館 |

Language: English

Back

Strategic implications of online wor...

Li, Xinxin.

Strategic implications of online word of mouth.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Strategic implications of online word of mouth.
Author:	Li, Xinxin.
Description:	126 p.
Notes:	Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2000.
Contained By:	Dissertation Abstracts International66-06A.
Subject:	Information Science.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3179765
ISBN:	0542199084

Strategic implications of online word of mouth.
Li, Xinxin.

Strategic implications of online word of mouth. - 126 p.

Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2000.

Thesis (Ph.D.)--University of Pennsylvania, 2005.

In recent years, large-scale consumer networks on the Internet have provided a new communication channel for consumers to share product evaluations online. These networks have dramatically increased the impact of word of mouth, and correspondingly changed the way consumers shop. One form of word of mouth recently emerging on the Internet is product reviews written by consumers. In chapter one, we examine the role of consumer heterogeneity in affecting the accuracy of these product reviews as a mechanism to communicate quality information among consumers. When consumers hold different opinions about quality of the same product, consumers' self-selection behavior in purchase may cause bias in reviews at various stages of the product lifecycle. Using book reviews posted on Amazon, we find a significant declining curve in book ratings over time, which suggests that consumers who self-select into the market early (tend to buy early) may have systematically different preferences compared to the consumers who buy later. In addition, our additional empirical evidence suggests that consumers follow early reviews regardless of the bias. We then construct an analytical model based on the empirical observations to examine how consumer welfare and firm strategies are affected by the presence of consumers' self-selection behavior. In chapter two, we investigate how market competition can be influenced when consumers can acquire quality information for untested products from consumer reviews. Our results show that, contingent on the accuracy of consumer reviews as a mechanism to signal quality, the reduction of uncertainty driven by these reviews does not necessarily force the market to become more competitive.

ISBN: 0542199084Subjects--Topical Terms:

212402
Information Science.

Strategic implications of online word of mouth.
LDR:02591nmm _2200253 _450 001 167400
005 20061005085927.5
008 090528s2005 eng d
020 $a 0542199084
035 $a 00198016
040 $a UnM $c UnM
100 0 $a Li, Xinxin. $3 237548
245 1 0 $a Strategic implications of online word of mouth.
300 $a 126 p.
500 $a Source: Dissertation Abstracts International, Volume: 66-06, Section: A, page: 2000.
502 $a Thesis (Ph.D.)--University of Pennsylvania, 2005.
520 # $a In recent years, large-scale consumer networks on the Internet have provided a new communication channel for consumers to share product evaluations online. These networks have dramatically increased the impact of word of mouth, and correspondingly changed the way consumers shop. One form of word of mouth recently emerging on the Internet is product reviews written by consumers. In chapter one, we examine the role of consumer heterogeneity in affecting the accuracy of these product reviews as a mechanism to communicate quality information among consumers. When consumers hold different opinions about quality of the same product, consumers' self-selection behavior in purchase may cause bias in reviews at various stages of the product lifecycle. Using book reviews posted on Amazon, we find a significant declining curve in book ratings over time, which suggests that consumers who self-select into the market early (tend to buy early) may have systematically different preferences compared to the consumers who buy later. In addition, our additional empirical evidence suggests that consumers follow early reviews regardless of the bias. We then construct an analytical model based on the empirical observations to examine how consumer welfare and firm strategies are affected by the presence of consumers' self-selection behavior. In chapter two, we investigate how market competition can be influenced when consumers can acquire quality information for untested products from consumer reviews. Our results show that, contingent on the accuracy of consumer reviews as a mechanism to signal quality, the reduction of uncertainty driven by these reviews does not necessarily force the market to become more competitive.
590 $a School code: 0175.
650 # 0 $a Information Science. $3 212402
650 # 0 $a Business Administration, Marketing. $3 212494
650 # 0 $a Economics, Commerce-Business. $3 212577
690 $a 0338
690 $a 0505
690 $a 0723
710 0 # $a University of Pennsylvania. $3 212781
773 0 # $g 66-06A. $t Dissertation Abstracts International
790 $a 0175
791 $a Ph.D.
792 $a 2005
856 4 0 $u http://libsw.nuk.edu.tw:81/login?url=http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3179765 $z http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3179765