دانلود رایگان مقاله لاتین درک محتوای متنی بررسی آنلاین مشتریان در سایت B2C از سایت الزویر
عنوان فارسی مقاله:
درک محتوای متنی بررسی آنلاین مشتریان در وب سایت های B2C: مقایسه بین فرهنگی بین ایالات متحده و چین
عنوان انگلیسی مقاله:
Understanding the textual content of online customer reviews in B2C websites: A cross-cultural comparison between the U.S. and China
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
. Literature Review
2.1. eWOM and OCRs Hennig-Thurau et al. (2004, p.39) defines eWOM as “any positive or negative statement made by potential, actual or a former customer which is available to a multitude of people via the internet”. eWOM exists in various forms, which differ in accessibility, scope, and source (Duan et al., 2008). eWOM can take place in web-based opinion platforms, discussion forums, boycott web sites, and news groups (Hennig-Thurau et al., 2004). Though OCR is a form of eWOM (Zhang et al., 2010), it has its own unique characteristics. First, shopping websites founded by e-commence enterprises provide access to publish reviews. According to Jang et al. (2008), consumers exhibit different behaviors in online communities with various hosting types. Consumers’ review modes in shopping websites may differ from those in other online communities founded by consumers and third-party platforms. Second, as the Internet is characterized by openness and anonymity (Sobel, 2000), consumers can spread various eWOM about the product on non-shopping websites regardless of whether they actually purchased a product or not. However, only consumers who complete transactions in shopping websites can publish OCRs. That is, all the textual content of OCRs come from real consumers of e-retailers. Third, unlike various, eWOM on non-shopping websites is difficult to determine the basis of its content (fact-based or opinion-based), the content of OCRs mainly focuses on actual shopping and product usage experiences of post-purchase consumers (fact-based). The unique characteristics of OCRs are helpful to consumers and valuable for sellers. First, OCRs benefit sellers in cultivating customer trust and loyalty, providing them with price premium and increased product sales (Chevalier and Mayzlin, 2006; Pavlou and Dimoka, 2006). Second, OCRs can monitor and improve the service and product quality of sellers (Hu et al., 2008; Rose et al., 2012; Yang and Fang, 2004). Third, consumers may describe their disappointment in their shopping experience in OCRs, which may provide basis for service recovery and loyalty plan to retain regular customers (Maurer and Schaich, 2011; Sparks and Browning, 2010). Finally, the contents appearing in OCRs reflect the aspects that customers pay attention to, benefiting sellers in grasping the needs of customers and gaining new customers (Clemons and Gao, 2008). The characteristics and values of the content of OCRs are unique. Hence, the textual content of OCRs should be explored and understood. Various studies examine eWOM, but these studies mainly focus on the antecedents (Chun and Lee, 2016; De Matos and Rossi, 2008; Fu et al., 2017; Hennig-Thurau et al., 2004; Hussain et al., 2017; Yuan et al., 2016) and consequences (Cheung et al., 2007; Erkan and Evans, 2016; Hennig-Thurau et al., 2003; Lee and Koo, 2012; Zhu et al., 2016; Shin and Chung, 2017) of eWOM and many of them mixed OCRs and eWOM. In addition, though previous studies have paid attention to the statistical characteristics of OCRs (Mudambi and Schuff, 2010; Qazi et al., 2016), such as review valence, quantity, extremity, depth, diversity, density, and length, study on the dimensions of textual content of OCRs is scarce. Yang and Fang (2004) indicated that listening to customers’ voices is the initial step to improve product and service quality. Hence, the present study attempts to propose the dimensions of the textual content of OCRs.
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کلمات کلیدی:
5 Facts About Online Reviews Every B2C Marketer Should Know ... https://www.reviewtrackers.com/5-facts-online-reviews-b2c-marketer/ May 24, 2016 - Online reviews, social media, and customer feedback platforms have expanded the number of channels that B2C marketers must leverage in order to ... it's worth reengineering one's marketing strategy to include the management of online reviews on sites like Yelp, Google, Facebook, and TripAdvisor. [PDF]The truth about online consumers - KPMG https://assets.kpmg.com/content/dam/kpmg/.../the-truth-about-online-consumers.pdf kpmg.com/onlineconsumers. The truth about online consumers. 2017 Global Online. Consumer Report ...... to-consumer (B2C) model that requires .... reviews (Figure 1.8). “Companies should be channel agnostic, meaning it does not matter if they start with online or offline, what matters is that all channels are interlinked to ... Searches related to online customer reviews in B2C websites: consumer review websites review sites like yelp product review websites online business reviews website reviews ratings local business reviews business reviews and complaints product review sites that pay
