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Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu
Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu
Theses and Dissertations in Business Administration
In the context of online marketing, product reviews and online relationships have played essential roles in determining consumer's decision making. The three essays examine how valence and volume of online reviews affect consumers' perceived relationships with a firm, as well as the boundary effect of the causal link. Previous literature has been focusing on the direct effects of word-of-mouth (WOM) on consumers' short-term purchase decisions and treating WOM solely as an outcome of a relationship. Consequently, the role of online reviews has been underestimated by contemporary literature and how electric WOM (eWOM) changes consumers' perception with an exchange partner is …