A GROUNDED THEORY APPROACH TO EXPLORING THE PHENOMENON OF SELLER MANIPULATIONS OF ONLINE PRODUCT REVIEWS
(주)코리아스칼라
- 최초 등록일
- 2016.08.09
- 최종 저작일
- 2016.07
- 14페이지/ 어도비 PDF
- 가격 4,600원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Chunyu Li, Ling Peng, Geng Cui
영어 초록
We adopt a semi-grounded theory approach to investigate the impact of different review manipulation tactics. Shoppers take a negative view toward seller manipulations, but the degree of negativity varies across different tactics. Moreover, different manipulations tactics vary in the ease of detection, perceived unethicality, and the effect on consumer perceptions.
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