THE INFLUENCE OF THE NUMBER OF OPINIONS ON THE ATTRACTIVENESS OF RETAILERS OFFER IN ONLINE SHOPPING

Tomasz Wanat, Aleksandra Grzesiuk

Abstract

The research investigates consumers’ online shopping behaviour. The Authors suggest that due to high perceived risk of online shopping consumers are prompted to use cues of shoppers’ reputation. One of such cues can be a number of opinions expressed by the previous customers. In the series of two experiments a number of other consumers’ opinions has been manipulated to influence choice of product supplier. The results suggest that other consumers’ opinions could be used as a shoppers’ quality cue. The subjects didn’t choose the cheapest version of product but they made a trade-off between price and number of opinions.

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Paper Citation


in Harvard Style

Wanat T. and Grzesiuk A. (2009). THE INFLUENCE OF THE NUMBER OF OPINIONS ON THE ATTRACTIVENESS OF RETAILERS OFFER IN ONLINE SHOPPING . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009) ISBN 978-989-674-006-1, pages 202-208. DOI: 10.5220/0002186602020208


in Bibtex Style

@conference{ice-b09,
author={Tomasz Wanat and Aleksandra Grzesiuk},
title={THE INFLUENCE OF THE NUMBER OF OPINIONS ON THE ATTRACTIVENESS OF RETAILERS OFFER IN ONLINE SHOPPING},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009)},
year={2009},
pages={202-208},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002186602020208},
isbn={978-989-674-006-1},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2009)
TI - THE INFLUENCE OF THE NUMBER OF OPINIONS ON THE ATTRACTIVENESS OF RETAILERS OFFER IN ONLINE SHOPPING
SN - 978-989-674-006-1
AU - Wanat T.
AU - Grzesiuk A.
PY - 2009
SP - 202
EP - 208
DO - 10.5220/0002186602020208