eWOM as an information source for consumers
Suontausta, Niina (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112722901
https://urn.fi/URN:NBN:fi:amk-2019112722901
Tiivistelmä
Online review from a consumer is one type of electronic word-of-mouth (eWOM). This widespread social form of influence has changed consumers role from passive buyers into empowered consumers. Electronic word-of-mouth is a valuable source of information to consumers communicated by other consumers who have experience of a product or a service. Reviews from other consumers may reduce the risk of buying and provide an additional verification that a product or a service has good quality.
The more people write reviews of services and products, the better these collaborative review systems work for everyone. Nowadays it has become a common norm to search reviews online before buying a product or a service in order to see what other consumers have written.
The topic has been studied over the recent years more and more. This research-based thesis examines previous studies and analyses reviews written on Verkkokauppa.com website from the view point of eWOM credibility by means of qualitative content analysis supported with netnographic approach.
The aim of this thesis is to gain a better understanding of eWOM as a phenomenon and to determine which factors particularly make unknown users’ reviews trustworthy. Theory provides a short review of events in the past that has eventually resulted in emerge and rise of eWOM.
Prior studies of eWOM form the basis of the theory. Motives for consumers to provide eWOM and to read eWOM are examined and whether negative reviews are disadvantageous or advantageous. Theory also highlights shortcomings and bias of the review and rating systems.
By analysing reviews collected from Verkkokauppa.com website and interpreting the findings reflecting on theory of prior study from 2009 by Cheung, Luo, Sia and Chen. The research indicated that the most important factors for credible eWOM is that a review provides valid arguments, confirms prior beliefs, is from a credible source, consistent with other reviews and supported by other users.
The more people write reviews of services and products, the better these collaborative review systems work for everyone. Nowadays it has become a common norm to search reviews online before buying a product or a service in order to see what other consumers have written.
The topic has been studied over the recent years more and more. This research-based thesis examines previous studies and analyses reviews written on Verkkokauppa.com website from the view point of eWOM credibility by means of qualitative content analysis supported with netnographic approach.
The aim of this thesis is to gain a better understanding of eWOM as a phenomenon and to determine which factors particularly make unknown users’ reviews trustworthy. Theory provides a short review of events in the past that has eventually resulted in emerge and rise of eWOM.
Prior studies of eWOM form the basis of the theory. Motives for consumers to provide eWOM and to read eWOM are examined and whether negative reviews are disadvantageous or advantageous. Theory also highlights shortcomings and bias of the review and rating systems.
By analysing reviews collected from Verkkokauppa.com website and interpreting the findings reflecting on theory of prior study from 2009 by Cheung, Luo, Sia and Chen. The research indicated that the most important factors for credible eWOM is that a review provides valid arguments, confirms prior beliefs, is from a credible source, consistent with other reviews and supported by other users.