Young internet users' evaluation of online consumer reviews. The case of the students from the University of the Basque Country (UPV/EHU).
Introduction. Online reviews of products and services have become an important source of information and assistance in consumers' buying decision-making processes. The amount, diversity and accessibility of online reviews have contributed to their appeal and popularity. Electronic word of mouth (eWO...
| Publicado en: | Revista Latina de Comunicación Social no. 70; pp. 703 - 726 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Revista Latina de Comunicacion Social
2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=112029595&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 112029595 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 11385820 3912 jtl: Revista Latina de Comunicación Social issn: 11385820 maglogo: N pubinfo: dt: 2015 iid: 70 pid: 46547 pub: Revista Latina de Comunicacion Social artinfo: ui: 112029595 10.4185/RLCS-2015-1067en ppf: 703 ppct: 23 formats: fmt: @attributes: type: P size: 5.2MB tig: atl: Young internet users' evaluation of online consumer reviews. The case of the students from the University of the Basque Country (UPV/EHU). aug: au: Olabarri-Fernández, M. E. Monge-Benito, S. Usín Enales, S. affil: Chair Professor, Department of Audiovisual Communication and Advertising, University of the Basque Country - UPV/EHU Associate Professor, Department of Audiovisual Communication and Advertising, University of the Basque Country - UPV/EHU su: Consumer attitudes Word-of-mouth communication Focus groups Research on Internet users Word of mouth advertising sug: subj: Consumer attitudes Word-of-mouth communication Focus groups Research on Internet users Word of mouth advertising keyword: buying decision process consumer behaviour Electronic word of mouth online consumer reviews user-generated content buying decision process consumer behaviour Electronic word of mouth online consumer reviews user-generated content ab: Introduction. Online reviews of products and services have become an important source of information and assistance in consumers' buying decision-making processes. The amount, diversity and accessibility of online reviews have contributed to their appeal and popularity. Electronic word of mouth (eWOM) has changed the way consumers interact with each other as well as the way in which they buy products and services. Methods. This article aims to characterise the way in which students from the University of the Basque Country use and evaluate anonymous online reviews. To achieve this objective qualitative and quantitative methods have been used: three focus groups and a large-scale online survey. Results and conclusions. The results of this study have allowed us to describe the evaluation process young people follow when they consult online reviews and to identify the types of reviews that are more likely to catch the attention of young internet users and influence their decisions. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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