A Geek Subculture Website: Are the Reviews on Reddit.com More Beneficial to Consumers than Those on Commercial Websites?
- 주제(키워드) Online Product Reviews , eWOM , Social Media Websites , Online Retailer Websites , Reddit.com , Amazon.com , Elaboration Likelihood Model on Persuasion , Interpersonal Deception Theory
- 발행기관 아주대학교
- 지도교수 Yang Sung-Byung
- 발행년도 2015
- 학위수여년월 2015. 8
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000020312
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Online product reviews on commercial websites have been extensively studied as a form of electronic word-of-mouth (eWOM). There are some studies on eWOM in social media websites as well, however, little is known about the differences between eWOM on commercial websites and eWOM on social media websites. This research compares product reviews on Amazon.com, a leading online retailer website, and Reddit.com, a social media website with a specific culture, emphasizing on anonymity and free speech. Emotion, cognition, and deception present in the reviews were examined based on the Elaboration Likelihood Model of Persuasion and Interpersonal Deception Theory. It was hypothesized that positive affect, cognition, and deception levels are lower in reviews on social media websites than in reviews on online retailer websites. Results showed that reviews on Reddit.com have less words in positive affect as well as cognition than those on Amazon.com; no specific pattern was found about deception. Implications about different persuasion and marketing strategies on the two types of websites, as well as possible benefits to consumers are discussed.
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Table of Contents
Abstract i
Acknowledgement ii
Table of Contents iii
List of Tables v
List of Figures v
Chapter I: Introduction 1
1.1. Research Background 1
1.2. Research Objectives 1
1.3. Research Structure 2
Chapter II: Theoretical Background 4
2.1. Literature Review on Online Product Reviews 4
2.2. Conceptual Framework 6
Chapter III: Research Model and Hypotheses Development 9
3.1. Hypotheses Development 9
3.1.1. Positive Affect 9
3.1. 2. Cognition 10
3.1. 3. Deception 10
Chapter IV: Research Methodology 12
4.1. Measurements 12
4.2. Data Collection 13
Chapter V: Data Analysis and Results 14
5.1. Descriptive Statistics 14
5.2. Results 15
Chapter VI: Discussion and Conclusion 17
6.1. Result Findings 17
6.2. Theoretical Implications 18
6.3. Practical Implications 19
6.4. Limitations and Future Research 19
6.5. Concluding Remarks 19
References 21
Appendix A: Group statistics for LIWC results 28
Appendix B: Detailed hypotheses testing results 30
