KOREASCHOLAR

A GROUNDED THEORY APPROACH TO EXPLORING THE PHENOMENON OF SELLER MANIPULATIONS OF ONLINE PRODUCT REVIEWS

Chunyu Li, Ling Peng, Geng Cui
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315231
Download
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1538-1551
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Keyword
phenomenonphenomenonphenomenonsemi-grounded theoryconsumer perception
Author
  • Chunyu Li(Lingnan University, Hong Kong, China)
  • Ling Peng(Lingnan University, Hong Kong, China)
  • Geng Cui(Lingnan University, Hong Kong, China)