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Effect of eWOM on consumers purchasing decision making process
Linköping University, Department of Management and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

People in the past were trying to get information through libraries, magazines or marketing agencies that were created specifically to attract consumers. In the age of the Internet people have been able to communicate with each other around the world after it was one-way communication in the pre-Internet age. Two-way communication has led to the creation of a product purchase website that encourages people to share and publish their views. Today, people looking for the best and most satisfying purchase option that makes multiple alternatives available. Online reviews can increase or decrease the life of these alternatives in the decision-making process. Due to the importance of online reviews in a person's decision, this study aims to investigate and evaluate how and whether online reviews affect the person's decision-making process. The problem is mainly about people's opinion of online reviews, and why they use them, the impact of the electronic word of mouth versus the word of mouth, to what extent online reviews are used to make potential decisions for consumers. In order to obtain the results of the study, focus group were conducted with four of semi-structured interviews.  In order to obtain the results of the study, interviews were conducted with the focus group as well as a number of semi-structured interviews. The results showed the dominance of online reviews of a person's decision. Study participants believe that it is good to rely on online reviews to obtain information, while at the same time believing that these reviews do not affect the final outcome but can affect the details of the product or service to be purchased.

Place, publisher, year, edition, pages
2019. , p. 48
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-159686ISRN: LIU-IEI-FIL-A--19/03199--SEOAI: oai:DiVA.org:liu-159686DiVA, id: diva2:1343592
Subject / course
Business Administration – Strategy and Management in International Organisation
Supervisors
Available from: 2019-08-19 Created: 2019-08-18 Last updated: 2019-08-19Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf