The goal of this study is to analyze the impact, if any, these two types of incentivization-based reviews have on the perception of the review by the review reader, because these reviews could have a bias or at least could be perceived to have one. For this, the metric of review helpfulness, which is the percentage of helpful votes a review has collected from its readers, is analyzed accounting for a number of independent and confounding variables. Another aspect that is analyzed in the course of this study is the role of the product in this regard.
This study is structured as follows: in 2. Literature Review the overarching research domain electronic word-of-mouth is illustrated and previous studies about the helpfulness of online consumer reviews and found effects are presented. Also, credibility in the context of electronic word-of-mouth is discussed. In the course of 3. Conceptual Background two theories used to develop the tested hypotheses are described, one of which is frequently used in context of the helpfulness of online consumer reviews. After this, the theoretical importance of the three most important observed variables in the statistical model is explained and the tested hypotheses are developed accordingly.
Data Analysis, a comprehensive outline about the entire empirical aspects of this study is given, including the choice of confounding variables, decisions in regard to the data collection, sample finalization, regression diagnostics and the final results of the hypotheses tests.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature Review
- Electronic Word-of-Mouth
- Online Consumer Reviews
- Conceptual Background
- Underlying Theories
- Dual-Process Theory
- Attribution Theory
- Model Development
- Review Helpfulness
- Product Type
- Review Type
- Hypotheses Development
- Underlying Theories
- Data Analysis
- Empirical Design
- Data Collection
- Variables
- Analysis and Results
- Data Preparation
- Results
- Empirical Design
- Implications, Limitations and Future Research
- Managerial Implications
- Limitations of the Study
- Future Research Directions
- Concluding Remarks
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis investigates the impact of Vine and incentivized reviews on Amazon on the perceived helpfulness of online customer reviews. The study aims to understand how different review types influence consumer perceptions and purchasing decisions. The research utilizes empirical data and theoretical frameworks to analyze the effectiveness of these review programs.- The influence of Vine and incentivized reviews on perceived review helpfulness.
- The role of product type and review type in shaping consumer perceptions.
- The application of dual-process theory and attribution theory to understand review evaluation.
- Empirical analysis of Amazon customer review data to test hypotheses.
- Managerial implications for businesses using online review platforms.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces the topic of online consumer reviews and their importance in e-commerce. It highlights the rise of incentivized review programs like Amazon Vine and questions their impact on review helpfulness and consumer trust. The chapter sets the stage for the research question and outlines the structure of the thesis, providing a roadmap for the subsequent chapters. It establishes the context of the study within the broader field of online marketing and consumer behavior.
Literature Review: This chapter reviews existing literature on electronic word-of-mouth and online consumer reviews. It explores the theoretical foundations and empirical findings related to review credibility, helpfulness, and the impact of various factors on consumer perceptions. This lays the groundwork for the conceptual model developed in the following chapter by providing a comprehensive understanding of the existing knowledge base in this area, identifying gaps in the research, and positioning the current study within the existing literature.
Conceptual Background: This chapter develops a conceptual model to explain the relationships between review type (Vine, incentivized, organic), product type, and review helpfulness. It builds upon the theoretical frameworks presented in the literature review, specifically dual-process theory and attribution theory, to provide a structured explanation for how consumers assess the credibility and helpfulness of online reviews. The chapter culminates in the development of specific testable hypotheses. The model integrates the key variables into a coherent framework.
Data Analysis: This chapter details the empirical design and methodology used in the study, including data collection, variable definitions, and statistical analysis techniques. The chapter describes the data cleaning and preparation process before presenting the results of the statistical analysis. It addresses potential limitations of the data and methods used, ensuring transparency and methodological rigor. The results provide insights into the influence of different variables on review helpfulness.
Implications, Limitations and Future Research: This chapter discusses the managerial implications of the findings, highlighting their relevance for businesses and marketers. It then identifies the limitations of the study, acknowledging any potential biases or constraints on the generalizability of the results. The chapter concludes by suggesting directions for future research, outlining potential extensions and improvements to the study design and scope. This section provides valuable insights for both practitioners and future researchers.
Schlüsselwörter (Keywords)
Amazon, online reviews, Vine reviews, incentivized reviews, review helpfulness, consumer behavior, dual-process theory, attribution theory, empirical research, e-commerce, online word-of-mouth, product type, review credibility.
Frequently Asked Questions: Master's Thesis on the Impact of Incentivized Reviews on Amazon
What is the main topic of this master's thesis?
This master's thesis investigates the impact of Vine and incentivized reviews on Amazon on the perceived helpfulness of online customer reviews. It aims to understand how different review types influence consumer perceptions and purchasing decisions.
What are the key themes explored in the thesis?
The key themes include the influence of Vine and incentivized reviews on perceived review helpfulness; the role of product type and review type in shaping consumer perceptions; the application of dual-process theory and attribution theory to understand review evaluation; empirical analysis of Amazon customer review data; and managerial implications for businesses using online review platforms.
What is the structure of the thesis?
The thesis is structured into the following chapters: Introduction, Literature Review, Conceptual Background, Data Analysis, Implications, Limitations and Future Research, and Concluding Remarks. Each chapter is summarized in detail within the provided document.
What theories are used in the thesis?
The thesis utilizes Dual-Process Theory and Attribution Theory to understand how consumers evaluate the helpfulness and credibility of online reviews.
What type of data was used in the analysis?
The thesis uses empirical data from Amazon customer reviews. The data collection methods and statistical analysis techniques are detailed in the Data Analysis chapter.
What are the key findings of the thesis?
Specific findings regarding the influence of Vine and incentivized reviews, product type, and review type on perceived review helpfulness are presented in the Data Analysis chapter. The implications of these findings for businesses are discussed in the Implications, Limitations, and Future Research chapter.
What are the limitations of the study?
The limitations of the study, including potential biases and constraints on generalizability, are discussed in the Implications, Limitations, and Future Research chapter.
What are the implications of this research for businesses?
The managerial implications of the findings, highlighting their relevance for businesses and marketers, are discussed in the Implications, Limitations, and Future Research chapter.
What are the suggestions for future research?
The thesis concludes with suggestions for future research directions, outlining potential extensions and improvements to the study design and scope.
What are the keywords associated with this thesis?
Keywords include: Amazon, online reviews, Vine reviews, incentivized reviews, review helpfulness, consumer behavior, dual-process theory, attribution theory, empirical research, e-commerce, online word-of-mouth, product type, and review credibility.
Where can I find the detailed chapter summaries?
Detailed summaries of each chapter are provided within the document's "Chapter Summaries" section.
- Quote paper
- Tom Keller (Author), 2016, Honest and Unbiased. The Helpfulness of Vine and Incentivized Reviews on Amazon, Munich, GRIN Verlag, https://www.grin.com/document/1019775
