Customer-Based Online Reputation: One Key Antecedent and Some Consequences

Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Although online reputation has attracted significant attention among marketing practitioners, research in this area is still limited. In this paper, the authors examine one key antecedent and some important consequences of online reputation from the customer’s perspective. A structural equation modeling approach is used to test the model based on data from a survey of 1100 French online buyers. The results show the impact of website quality on online reputation, as well as how online reputation affects perceived risk, perceived value, and word of mouth. This research provides used insights about the relationships between online reputation and other important key variables which has several conceptual and managerial implications.

Keywords

Online reputation Website quality Perceived value Perceived risk WOM 

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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.University of Grenoble Alps – CERAGGrenobleFrance

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