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eWOM: Kundrecensioners påverkan på konsumenter utifrån Regulatory Focus-teorin
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study examines the eWOM effect, more specifically: how customer reviews effects consumers. The study is based on a modified version of the Regulatory Focus Theory which describes consumer behavior using consumer consumption goals. The purpose of this study was to examine how positive and negative customer review's influence consumers when analyzing products that are equally characterized by two consumption goals: promotion and prevention goals. The authors combined quantitative (questionnaire) and qualitative (focus groups) research methods with the sample selection for both research methods being based on students of Södertörns University. Results indicate that negative customer reviews have a stronger influence on consumers than positive customer reviews when analyzing products that are equally characterized by the promotion goals and prevention goals. The results contradict the authors hypothesis which predicted an equally strong influence from positive and negative customer reviews.

Place, publisher, year, edition, pages
2014. , 55 p.
Keyword [en]
eWOM, Regulatory Focus, consumption goals, customer reviews
Keyword [sv]
eWOM, Regulatory Focus, konsumtionsmål, kundrecensioner
National Category
Business Administration
URN: urn:nbn:se:sh:diva-26385OAI: diva2:787663
Subject / course
Business Studies
Social and Behavioural Science, Law
Available from: 2015-02-11 Created: 2015-02-11 Last updated: 2015-02-11Bibliographically approved

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