Identifier
etd-04272010-160358
Degree
Master of Mass Communication (MMC)
Department
Mass Communication
Document Type
Thesis
Abstract
Consumer lack of trust in online vendors and brands is identified as one of the biggest obstacles in the growth of e-commerce. This study examined how third-party product reviews help in building consumers’ trust, in consumers’ perception of product quality, their brand attitudes and consumers’ purchase intention. The six cell experimental design tested the effect of consumer and expert online product reviews on fictitious web sites for high-involvement and low-involvement products. The findings indicate that online consumer product reviews perform better than online expert product reviews and no product reviews. Online product reviews affected visitors to a web site with a high-involvement product the most. The study implies that online consumer product reviews significantly affect consumers in a high-involvement condition and are more effective than online expert product reviews.
Date
2010
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Recommended Citation
Mrazek, Pavel, "Creating brands online: third party opinions and their effect on consumers' trust in brands and purchase intentions" (2010). LSU Master's Theses. 2446.
https://repository.lsu.edu/gradschool_theses/2446
Committee Chair
Porter, Lance
DOI
10.31390/gradschool_theses.2446