Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/122770
Title: THE REVIEWER MATTERS: TWO STUDIES ON ONLINE PICTORIAL REVIEWS
Authors: YANG LU
Keywords: Online Pictorial Reviews, Reviewer Attractiveness, Review Valence, Review Depth, Self-Congruity, Source Effect
Issue Date: 14-Aug-2015
Citation: YANG LU (2015-08-14). THE REVIEWER MATTERS: TWO STUDIES ON ONLINE PICTORIAL REVIEWS. ScholarBank@NUS Repository.
Abstract: WITH THE EMERGENCE OF ONLINE PICTORIAL REVIEWS, REVIEWER?S IMAGE BECOMES AVAILABLE INFORMATION FOR LATER-BUYERS. BUT WHETHER AND HOW REVIEWER?S IMAGE WOULD INFLUENCE CONSUMERS? PRODUCT EVALUATION OR PURCHASE BEHAVIOR STILL REMAINS UNCLEAR. IN THIS THESIS, WE DESIGN TWO STUDIES TO INVESTIGATE HOW REVIEWER ATTRACTIVENESS, A NEWLY AVAILABLE REVIEWER ATTRIBUTE ENABLED BY PICTORIAL REVIEWS, WOULD INFLUENCE CONSUMERS? PURCHASE BEHAVIOR. IN PARTICULAR, STUDY ONE FOCUSES ON THE DIRECT EFFECT OF REVIEWER ATTRACTIVENESS ON CONSUMERS? PRODUCT EVALUATION; STUDY TWO FOCUSES ON THE INTERACTION EFFECT OF REVIEWER ATTRACTIVENESS WITH OTHER IMPORTANT REVIEW DIMENSIONS AND JOINTLY INFLUENCE ON CONSUMERS? PURCHASE BEHAVIOR. LAB EXPERIMENTS ARE DESIGN AND CONDUCTED. OVERALL, THIS STUDY CONTRIBUTES TO THE ONLINE REVIEW LITERATURE BY INVESTIGATING REVIEWER ATTRACTIVENESS EFFECT IN ONLINE PICTORIAL REVIEW CONTEXT, AND IT PROVIDES IMPORTANT PRACTICAL IMPLICATION FOR ONLINE REVIEW PARTICIPANTS.
URI: http://scholarbank.nus.edu.sg/handle/10635/122770
Appears in Collections:Ph.D Theses (Open)

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