Online Shopper Reviews: Ramifications for Promotion and Website Utility

@inproceedings{Ong2011OnlineSR,
  title={Online Shopper Reviews: Ramifications for Promotion and Website Utility},
  author={Beng Soo Ong},
  year={2011}
}
Today's consumers are empowered with online shopper reviews which are mostly written and posted by buyers, customers, users, or visitors at a website. Shopper reviews will become more popular and ubiquitous in e-tailing in the near future. However, the marketing literature is still limited when it comes to knowledge of how shoppers perceive and use online reviews in their purchase decisions. Hence, this study explored shoppers’ predispositions toward positive or negative reviews and examined… CONTINUE READING