Title: Product reviews with a social context : an experiment on online wine reviews in Switzerland
Authors : Seiler, Roger
Kucza, Gunther
Schuppisser, Stefan
Proceedings: 10th & 11th international conferences on new challenges in management and business
Pages : 35
Pages to: 35
Conference details: NCM Conference, Dubai, 23 March 2018
Issue Date: 2018
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: Traditional (stationary) retailers in Switzerland sell wine worth one billion Swiss Francs every year. Whilst online retailing in general is growing fast, this also holds true for selling wine online. However, online wine retailing lacks the possibility of tasting wine directly at the point of sale. Therefore, this study examines in detail how product ratings can mitigate the lack of direct contact in online channel retailing and positively contribute to building trust, lowering perceived risk and increasing purchase intentions as well as cross and up selling potentials. An online experiment with 141 participants is conducted by manipulating the review form (star ratings, social context and medals) to test for changes in trust as well as customer behavior. Highest effects on purchase intentions can be reported for social context, followed by star ratings and medals. Perceived risk and cross-selling intentions are not affected by the form of the review. Nevertheless, perceived risk has a negative effect on trust and perceived trustworthiness positively affects purchase intentions. Product involvement affects neither perceived trust nor risk. Shopping involvement affects perceived trust but not risk. Familiarity with the retailer reduces perceived risk but does not affect trust. These results suggest that retailers should consider using social context of product reviews online as these can help to build customers’ trust and in turn positively affect customers’ purchasing intentions.
Departement: School of Management and Law
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/7456
Appears in Collections:Publikationen School of Management and Law

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