향락적인 (Hedonic) 또는 실용적인(Utilitarian) 유형의 온라인 제품 리뷰가 제품 상품평에 더 많은 도움이 되는가? 온라인 고객 리뷰의 유익함 확인을 위한 다중 기법 접근
Do hedonic or utilitarian types of online product review make reviews more helpful? A multi-method approach to determine the customer review helpfulness online
- 주제(키워드) Management Information Systems
- 발행기관 아주대학교
- 지도교수 Mincheol Kang
- 발행년도 2017
- 학위수여년월 2017. 2
- 학위명 박사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000024116
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
This paper explores the effect of product type and personality type in customer review which was categorized into hedonic type and utilitarian type of review on review helpfulness to the readers. In the first study online customer reviews from Amazon were collected to examine the moderating role of product type with review type and review helpfulness. Finding of the study one reveal that utilitarian type of product significantly moderates the relationship of review helpfulness when the review type is hedonic and on the other hand hedonic type of product has moderating effect on review helpfulness when the review type is utilitarian. In second studies, an experimental design was used to identified and explain the moderating role of personality type on review helpfulness and review types. Finding suggested customer personality play important moderating role in review helpfulness and review type.
more목차
Table of Contents.i
List of Tablesiii
List of Figuresiii
Abstract.iv
1.INTRODUCTION. 1
2.LITERATURE REVIEW.. 07
2.1 Hedonic and Utilitarian Types Of Reviews 09
3.STUDY 1: AMAZON-ONLINE REVEIWS. 12
3.1. Product Categories 14
3.2. Sampling 15
3.2.1. Data Collection.. 15
3.3. Variables. 16
3.4. Analysis Method. 25
3.5. Results. 26
3.6. Discussion. 31
4.STUDY 2: EXPERIMENTAL DESIGN. 32
4.1. Utilitarian and Hedonic Type of Personality 32
4.2. Scale Development. 36
4.3. Method.. 36
4.3.1. Experimental Manipulations 37
4.4. Dependent Variables. 38
4.5. Results. 39
4.5.1. Manipulation Checks 39
4.5.2. Hypotheses Testing 40
4.6. Discussion. 43
5.GENERAL DISCUSSION 44
5.1 Theoretical Implications 45
5.2. Practical Implications 46
5.3. Limitations and Future Research 48
6.CONCLUSION 48
7.REFERENCES 51
8.APPENDIX. 56
