Skip to main content
SpringerLink
Log in

Welche Kundenrezensionen werden gelesen?

Einflussfaktoren der Beurteilung von Produktbewertungen in Online-Shops

  • Chapter
Das Internet der Zukunft

Zusammenfassung

Der Einfluss von Mundpropaganda (word-of-mouth, WOM) auf das Konsumentenverhalten ist in der Marketingwissenschaft seit den frühen 1950er Jahren bekannt (vgl. Blackwell et al. 2001 [7]). Inzwischen sind verschiedene Aspekte und Ausprägungen wie z.B. das Meinungsführerkonzept oder das Konzept des Market Maven ausführlich erforscht worden (vgl. Katz & Lazarsfeld 1955 [29]; Feick & Price 1987 [20]; Walsh et al. 2004 [51]). In letzter Zeit haben verstärkt interaktive Eigenschaften und Charakteristiken des Internets die Art und Weise von WOM beeinflusst. So tauschen mittlerweile Millionen von Kunden rund um die Uhr, weltweit Produktbewertungen auf elektronischem Wege aus. Diese so genannten Kundenrezensionen sind in unterschiedlichen Kontexten zu finden: Auf eigens zu diesem Zweck gegründeten Meinungsplattformen (z.B. epinions.com), in Foren, Weblogs oder als integrierter Bestandteil eines Online-Shops (z.B. amazon.com). Die wachsende Beliebtheit dieser neuen elektronischen Form von WOM (eWOM) hat die Aufmerksamkeit der Marketingwissenschaftler und -manager gleichermaßen erregt (vgl. Sen & Lermann 2007 [46]; Chen & Xie 2008 [12]). Die Forschung ermittelte bereits Motive des Schreibens und Lesens von Meinungsäußerungen (vgl. z.B. Hennig-Thurau et al. 2004 [25]; Hennig-Thurau & Walsh 2003 [26]) oder untersuchte ausgewählte Merkmale wie Textlänge oder Durchschnittsbewertung (vgl. Chatterjee 2001 [14]; Chevalier & Mayzlin 2006 [13]). Allerdings wurden bisher kaum Anstrengungen unternommen, den Inhalt einer Kundenrezension selbst zu untersuchen. Wonach suchen Kunden, wenn sie eine Kundenrezension im Internet lesen? Warum beeinflussen einige Rezensionen die Kunden mehr, andere hingegen weniger? Was sind die wichtigsten inhaltlichen Faktoren, die Einfluss auf die Wahrnehmung der Rezension ausüben? Die vorliegende Arbeit hat daher das Ziel, eine erste empirische Analyse zur Identifikation der entscheidenden inhaltsbezogenen Dimensionen und Faktoren von Kundenrezensionen in Online-Shops durchzuführen.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 74.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  1. Amazon (2010a): General Review Writing Guidelines. www.amazon.co.uk/review/guidelines/review-guidelines.html

  2. Amazon (2010b): Your Real NameTM Attribution. www.amazon.com/gp/help/customer/display.html/ref=hp_rel_topic?ie=UTF8&nodeId=14279641

  3. Arndt, J. (1967): Word of Mouth Advertising: A Review of Literature, New York, NY: Advertising Research Foundation.

    Google Scholar 

  4. Assael, H. (1998): Consumer Behavior and Marketing Action (6.ed), Cincinnati: South-Western College Publ.

    Google Scholar 

  5. Bansal, H./Voyer, P. A. (2000): Word-of-Mouth Processes Within a Service Purchase Decision Context, Journal of Service Research, 3 (2), 166–177.

    Article  Google Scholar 

  6. Bickart, B./Schindler, R. M. (2001): Internet Forums as Influential Sources of Consumer Information, Journal of Interactive Marketing, 15 (3), 31–40.

    Article  Google Scholar 

  7. Blackwell, R. D./Miniard, P.W./Engel, J. F. (2001): Consumer Behavior (9.ed.), Fort Worth, Texas: Harcourt College Publ.

    Google Scholar 

  8. Bone, P. F. (1992): Determinants of Word-of-Mouth Communications During Product Consumption, Advances in Consumer Research, 19 (1), 579–583.

    Article  Google Scholar 

  9. Bone, P. F. (1995): Word-of-Mouth Effects on Short-term and Long-term Product Judgments, Journal of Business Research, 32 (3), 213–223.

    Article  Google Scholar 

  10. Brown, J. J./Reingen, P. H. (1987): Social Ties and Word-of-Mouth Referral Behavior, Journal of Consumer Research, 14 (3), 350–362.

    Article  Google Scholar 

  11. Brown, J./Broderick, A. J./Lee, N. (2007): Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network, Journal of Interactive Marketing, 21 (3), pp. 2–20.

    Article  Google Scholar 

  12. Chen, Y./Xie, J. (2008): Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix, Management Science, 54 (3), 477–491.

    Article  Google Scholar 

  13. Chevalier, J. A./Mayzlin, D. (2006): The Effect of Word of Mouth on Sales: Online Book Reviews, Journal of Marketing Research, 43 (3), 345–354.

    Article  Google Scholar 

  14. Chatterjee, P. (2001): Online Reviews: Do Consumers Use Them?, Advances in Consumer Research, 28 (1), 129–133.

    Google Scholar 

  15. Dean, D. H. (1999): Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes, Journal of Advertising, 28 (3), 1–12.

    Google Scholar 

  16. Dean, D. H. /Biswas, A. (2001): Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services, Journal of Advertising, 30 (4), 41–57.

    Google Scholar 

  17. Diamantopoulos, A./Winklhofer, H. M. (2001): Index construction with formative indicators: An alternative to scale development, Journal of Marketing Research, 38 (2), 269–277.

    Article  Google Scholar 

  18. Duhan, D. F./Johnson, S. D./Wilcox, J. B./Harrell, G. D. (1997): Influences on Consumer Use of Word-of-Mouth Recommendation Sources, Journal of the Academy of Marketing Science, 25 (4), 283–295.

    Article  Google Scholar 

  19. Feick, L./Higie, R. A. (1992): The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments about Endorsers, Journal of Advertising, 21 (2), 9–24.

    Google Scholar 

  20. Feick, L.F./Price, L.L. (1987): The Market Maven: A Diffusor of Marketplace Information, Journal of Marketing, 51 (1), 83.97.

    Article  Google Scholar 

  21. Frenzen, J. K./Davis, H. L. (1990): Purchasing Behavior in Embedded Markets, Journal of Consumer Research, 17 (1), 1–12.

    Article  Google Scholar 

  22. Gilly, M. C./Graham, J. L./Wolfinbarger, M. F./Yale, L. J. (1998): A Dyadic Study of Interpersonal Information Search, Journal of the Academy of Marketing Science, 26 (2), 83–100.

    Article  Google Scholar 

  23. Granovetter, M. S. (1973): The Strength of Weak Ties, The American Journal of Sociology, 78 (6), 1360–1380.

    Article  Google Scholar 

  24. Gurhan-Canli, Z./Maheswaran, D. (2000): Determinants of Country-of-Origin Evaluation, Journal of Consumer Research, 27 (1), 96–108.

    Article  Google Scholar 

  25. Hennig-Thurau, T./Gwinner, K. P./Walsh, G./Gremler, D. D. (2004): Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Consumer Motivates to Articulate Themselves On The Internet, Journal of Interactive Marketing, 18 (1), 38–52.

    Article  Google Scholar 

  26. Hennig-Thurau, T./Walsh, G. (2003): Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet, International Journal of Electronic Commerce, 8 (2), 51–74.

    Google Scholar 

  27. Herr, P. M./Kardes, F. R./Kim, J. (1991): Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective, Journal of Consumer Research, 17 (4), 454–462.

    Article  Google Scholar 

  28. Jarvis, C. B./MacKenzie, S. B./Podsakoff, P. M (2003): A critical review of construct indicators and measurement model misspecification, Journal of Consumer Research, 30 (2), 199–218.

    Article  Google Scholar 

  29. Katz, E./Lazarsfeld, P. F. (1955). Personal Influence, Glencoe, IL: Free Press.

    Google Scholar 

  30. Keller, P. A./Block, L. G. (1997): Vividness Effects: A Resource-Matching Perspective, Journal of Consumer Research, 24 (3), 295–304.

    Article  Google Scholar 

  31. Langer, I. /Schulz von Thun, F. /Tausch, R. (2006): Sich verständlich ausdrücken, 8. Aufl., München: Reinhardt.

    Google Scholar 

  32. Mangold, W.G./Miller, F./Brockwaz, G.R. (1999): Word-of-Mouth Communication in the Service Marketplace, Journal of Services Marketing, 13 (1), 73–89.

    Article  Google Scholar 

  33. Mathwick, C./Malhotra, N./Rigdon, E. (2001): Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment, Journal of Retailing, 77 (1), 39–56.

    Article  Google Scholar 

  34. Mazzarol, T./ Sweeney, J. C./Soutar, G. N. (2007): Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study, European Journal of Marketing, 41 (11&12), 1475–1494.

    Article  Google Scholar 

  35. McWillam, G. (2000): Building Stronger Brands Through Online Communities, Sloan Management Review, 41 (3), 43–54.

    Google Scholar 

  36. Money, R. B./Mary C. Gilly, M. C./Graham, J. L. (1998): Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan, Journal of Marketing, 62 (4), 76–87.

    Article  Google Scholar 

  37. Netemeyer, R. G./Bearden, W. O. (1992): A Comparative Analysis of Two Models of Behavioral Intention, Journal of the Academy of Marketing Science, 20 (1), 49–59.

    Article  Google Scholar 

  38. Nisbett, R./Ross, L. (1980): Human Inference: Strategies and Shortcomings of Social Judgements, Englewood Cliffs, New Jersey: Prentice-Hall.

    Google Scholar 

  39. Ohanion, R. (1991): The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase, Journal of Advertising Research, 31 (1), 46–54.

    Google Scholar 

  40. Park, D.-H./Lee, J./Han, I. (2007): The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Mediating Role of Involvement, International Journal of Electronic Commerce, 11 (4), 125–148.

    Article  Google Scholar 

  41. Price, L./Feick, L. F./Higie, R. A. (1989): Preference Heterogeneity and Coorientation as Determinants of Perceived Informational Influence, Journal of Business Research, 19 (3), 227–242.

    Article  Google Scholar 

  42. Rogers, E. M. (1983): Diffusion of Innovations (3ed.), New York, NY: Free Press.

    Google Scholar 

  43. Schindler, R. M./Bickart, B. (2002): Characteristics of Online Consumer Comments Valued for Hedonic and Utilitar-ian Shopping Tasks, Advances of Consumer Research, 29 (1), 428–429.

    Google Scholar 

  44. Schindler, R. M./Bickart, B. (2005): Published Word of Mouth: Referable, Consumer-Generated Information on the Internet, in Haugtvedt, C. P./Machleit, K. A./Yalch, R. F. (eds.): Online Consumer Psychology – Understanding and Influencing Consumer Behavior in the Virtual World, Mahwah, New Jersey: Erlbaum, pp. 35–61.

    Google Scholar 

  45. Schlosser, A. E. (2005): Source Perception and the Persuasiveness of Internet Word-of-Mouth Communication, Advances in Consumer Research, 31 (1), 202–203.

    Google Scholar 

  46. Sen, S./Lerman, Dawn (2007): Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web, Journal of Interactive Marketing, 21 (4), 76–94.

    Article  Google Scholar 

  47. Singh, M./Balasubramanaian, S. K./Chakraborty, G. (2000): A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience, Journal of Advertising, 29 (4), 59–75.

    Google Scholar 

  48. Sweeney, J. C./Soutar, G. N./Mazzarol, T. (2008): Factors Influencing Word Of Mouth Effectiveness: Receiver Perspectives, European Journal of Marketing, 42 (3&4), 344–346.

    Article  Google Scholar 

  49. Trommsdorff, V. (2004): Konsumentenverhalten, 6. Aufl., Stuttgart: Kohlhammer.

    Google Scholar 

  50. v. Wangenheim, F./Bayón, T. (2004): The Effect of Word of Mouth on Services Switching, European Journal of Marketing, 38 (9&10), 1173–1185.

    Article  Google Scholar 

  51. Walsh, G./Gwinner, K.P./Swanson, R.S. (2004): What Makes Mavens Tick? Exploring the Motives of Market Mavens' Initiation of Information Diffusion, Journal of Consumer Marketing, 21 (2), 109–122.

    Article  Google Scholar 

  52. Wilson, E. J./Sherrell, D. L. (1993): Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effect Size, Journal of the Academy of Marketing Science, 22 (2), 101–122.

    Article  Google Scholar 

  53. Wojnicki, A. C. (2006): Subjective Expertise and Word-of-Mouth, Advances in Consumer Research, 33 (1), 573–574.

    Google Scholar 

  54. Zhang, Y. (1996): Responses to Humorous Advertising: The Moderating Effect of Need for Cognition, Journal of Advertising, 25 (1), 15–32.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Instituts für Marketing und Management an der Leibniz, Universität Hannover ,University of Reading, UK

    Univ.-Prof. Dr. Klaus-peter Wiedmann (Gastprofessor an der Henley Business School und Direktor des Reputation Institute, New York)

  2. Institutes Marketing und Management an der Leibniz, Universität Hannover, Hannover, Deutschland

    Dipl.-Ök. Sascha Langner (Mitglied) & Dipl.-Ök. Jens Friedlandt

Authors
  1. Univ.-Prof. Dr. Klaus-peter Wiedmann
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Dipl.-Ök. Sascha Langner
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Dipl.-Ök. Jens Friedlandt
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Lehrstuhls für Marketing, Universität Wien, Wien, Austria

    Udo Wagner (Inhaber) (Inhaber)

  2. Institut für Marketing und Management, Leibniz Universität Hannover, Hannover, Germany

    Klaus-Peter Wiedmann (Professor) (Professor)

  3. Instituts für Organisation und Führung, Technischen Universität Braunschweig, Braunschweig, Germany

    Dietrich von der Oelsnitz (Leiter) (Leiter)

Rights and permissions

Reprints and permissions

Copyright information

© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH

About this chapter

Cite this chapter

Wiedmann, Kp., Langner, S., Friedlandt, J. (2011). Welche Kundenrezensionen werden gelesen?. In: Wagner, U., Wiedmann, KP., von der Oelsnitz, D. (eds) Das Internet der Zukunft. Gabler. https://doi.org/10.1007/978-3-8349-6872-2_17

Download citation

Publish with us

Policies and ethics

Search

Navigation