The influence of online shopping reviews on customer purchase intention - The case of Alibaba online shop in China

Guo, Meng (2016) The influence of online shopping reviews on customer purchase intention - The case of Alibaba online shop in China. [Dissertation (University of Nottingham only)]

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Abstract

This dissertation attempts to investigate the factors of customer online reviews influence customer purchase intention in the case of Taobao and Tmall, the most popular online shopping websites in China. Data was collected through a series of interviews with twenty individuals who have plenty of online shopping experience in China, and majorly shopping on Taobao and Tmall. The research was conducted by semi-structured interviews following an interview guide covers the main topic and interviewees own experience. In this study, a thematic analysis was adopted to analyze the interview data.

In contributing to current understandings of the important role the online reviews play in customer buying willingness. This research reveals the importance of positive reviews and negative reviews, and customers’ attitude towards vision support of reviews and different format of reviews. Because of the specific managerial issues of Taobao and Tmall, customers held different opinions towards review content with extreme words or emotional comments. Its findings have implications for future research and current understanding of influence of online reviews in e-commerce market.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Guo, Meng
Date Deposited: 13 Mar 2017 14:11
Last Modified: 23 Mar 2017 08:22
URI: http://eprints.nottingham.ac.uk/id/eprint/36514

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