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The Use of Online Reviews for Pure Player Products
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2018 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Electronic commerce is the selected field to investigate for this thesis, particularly pure player apparel brands. This has been of interest as consumers struggle when shopping online for apparel since they cannot test the product before purchasing with pure players, therefore, there is information asymmetry. Moreover, when consumers lack trust, they may be more hesitant to purchase online due to the perceived risk, therefore, companies should attempt to relieve their doubts. It has been recognized in previous research that electronic word of mouth (e-WOM) could provide guidance and develop confidence during the purchasing process. The aim of this study was to develop an understanding on how consumers perceive online reviews to assure that they will be satisfied with the order. Moreover, there were several factors identified in previous research that could influence the use of online reviews, therefore, those factors were recognized and analyzed in the context of pure players for this study. In addition, the study revealed two factors that influenced the use of online reviews. A qualitative method was utilized, to gain a deeper understanding on consumers’ opinions on the topic. Semi-structured interviews were conducted to provide the opportunity for individuals to further develop their responses. The results suggested that pure player apparel brands should include online reviews. They could improve the mechanism by considering the factors that were identified in this study.

Ort, förlag, år, upplaga, sidor
2018. , s. 61
Nyckelord [en]
Electronic word of mouth, pure player, trust, risk
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-39766ISRN: JU-IHH-FÖA-1-20180582OAI: oai:DiVA.org:hj-39766DiVA, id: diva2:1213149
Handledare
Examinatorer
Tillgänglig från: 2018-06-15 Skapad: 2018-06-04 Senast uppdaterad: 2018-06-15Bibliografiskt granskad

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