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The Credibility of Online Reviewers on Search, Experience and Credence Services

Rioufol, Aubin; Leveque, Guillaume
Master thesis
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2606644.pdf (1.652Mb)
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https://hdl.handle.net/11250/2686753
Utgivelsesdato
2020
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  • Master of Science [963]
Sammendrag
Checking online reviews before purchasing has become a no-brainer today, with

86% of consumers reading reviews before visiting a local business (BrightLocal,

2018). More than just a way of knowing what to expect, reviews can also encourage

consumption (Chevalier & Mayzlin 2006), or encourage consumers not to consume:

43% of consumers will not use a business if it has less than 4 stars (BrightLocal,

2018). Previous research demonstrated that reading online reviews before

purchasing is a way to reduce purchase risk by seeking more information from a

third party (Chakravarty, Liu, and Mazumdar 2010). Consumers appreciate being

able to read Online Customer Reviews (OCR) because they find them to be a more

credible source of information than the usual sales pitch (Dewenter and Heimeshoff

2015). More than useful, customer reviews are also extremely powerful, being a

one-to-many means of communication, between one writer and many readers

(Litvin et al., 2008).
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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