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THE EFFECTS OF ONLINE REVIEWS ON CONSUMERS' RESPONSE: THE MODERATING ROLES OF REGULATORY FOCUS AND GENDER

机译:在线评论对消费者的影响:监管重点与性别的调节作用

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Customer reviews of products have been posted on Amazon.com since 1995. This action has boosted a trend in online businesses. It has been found that allowing and encouraging consumers to post reviews can increase sales for online businesses (Fowler 2009). As a channel for consumers to express opinions on products, online review forms an important marketing tool to compete for consumer attention and visits (Chatterjee 2001). However, it is still not enough to answer why consumer behavior is different when they face the same online product review. Thus, this research investigates the moderators' effects on the relationship between online reviews and consumers' responses through the examining regulatory focus variable and consumers' genders.
机译:自1995年以来,客户的客户评论已发布在Amazon.com上。此行动已促进在线企业的趋势。已经发现,允许和鼓励消费者发布审查可以增加在线企业的销售额(Fowler 2009)。作为消费者对产品表达意见的渠道,在线评论形成了一个重要的营销工具,以争夺消费者的关注和访问(Chatterjee 2001)。但是,在面对同一在线产品审查时,应答仍然不足以回答为什么消费者行为不同。因此,本研究通过审查监管焦点可变和消费者的性别来调查主持人对在线评审和消费者之间关系的影响。

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