Die Effektivität Von Online-Reviews in Hersteller-Online-Shops
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Die Effektivität Von Online-Reviews in Hersteller-Online-Shops

Die Effektivität Von Online-Reviews in Hersteller-Online-Shops


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About the Book

Online-Bewertungen können Einzelhändlern helfen, die Unsicherheit der Kunden vor dem Kauf zu verringern, die Conversion-Rate zu erhöhen und den Umsatz zu steigern. Aber gelten diese Vorteile auch für Hersteller und ihre eigenen Online-Shops? Auf der Grundlage sozialpsychologischer Theorien und sechs experimenteller Studien untersucht Katharina Kessing die unterschiedliche Effektivität von Online-Reviews in Hersteller- und Händler-Online-Shops und identifiziert dabei zwei gegensätzliche Effekte: Online-Reviews, die in Hersteller-Online-Shops veröffentlicht werden, werden tendenziell als manipuliert wahrgenommen, sodass Kunden dem Hersteller ein größeres kommerzielles Interesse unterstellen. Dies wirkt sich wiederum negativ auf die Kaufabsicht aus. Zweitens können Online-Reviews das Gefühl der Dankbarkeit der Kunden gegenüber dem Online-Shop verstärken, was ihre Kaufabsichten steigert. Abschließend werden zwei effektive Strategien zur Reduktion der schädlichen Auswirkungen von Online-Reviews im Hersteller-Online-Shop vorgestellt: unabhängige Quellen und multidimensionale Ratings. Die Ergebnisse können Herstellern bei der Entscheidung helfen, ob und wie sie Online-Reviews in ihren eigenen Online-Shops veröffentlichen sollten.


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Product Details
  • ISBN-13: 9783658448806
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Weight: 222 gr
  • ISBN-10: 3658448806
  • Publisher Date: 21 Jul 2024
  • Height: 210 mm
  • No of Pages: 159
  • Spine Width: 10 mm
  • Width: 148 mm


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