Analyzing Online Consumer Reviews – Some Remarks on Consistency

Schindler D, Decker R (2012)
In: Proceedings of the Australian New Zealand Marketing Conference 2012. Adelaide: Australian New Zealand Marketing Academy.

Conference Paper | Published | English

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Abstract
In recent years online consumer reviews (OCRs) have developed into a popular subject of marketing research (Hu & Liu, 2004; T. Y. Lee & Bradlow, 2011). Most often OCRs are composed of free texts, pros and cons, overall (star) ratings and recommendation indicators. Therefore, the aim of this paper is to examine whether these components are correlated in a reasonable way or whether there are inconsistencies that might influence the interpretation of corresponding research outputs. Using a regression analysis framework we investigate OCRs from a popular opinion portal regarding the relationship between rating and recommendation. Furthermore, the basic effects of posted pros and cons on these two types of product evaluations (rating and recommendation) are studied. Although our research clearly supports the general appreciation of OCRs as a powerful database for modern marketing research it also documents the necessity of being aware of possible inconsistencies.
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Schindler D, Decker R. Analyzing Online Consumer Reviews – Some Remarks on Consistency. In: Proceedings of the Australian New Zealand Marketing Conference 2012. Adelaide: Australian New Zealand Marketing Academy; 2012.
Schindler, D., & Decker, R. (2012). Analyzing Online Consumer Reviews – Some Remarks on Consistency. Proceedings of the Australian New Zealand Marketing Conference 2012.
Schindler, D., and Decker, R. (2012). “Analyzing Online Consumer Reviews – Some Remarks on Consistency” in Proceedings of the Australian New Zealand Marketing Conference 2012 (Adelaide: Australian New Zealand Marketing Academy).
Schindler, D., & Decker, R., 2012. Analyzing Online Consumer Reviews – Some Remarks on Consistency. In Proceedings of the Australian New Zealand Marketing Conference 2012. Adelaide: Australian New Zealand Marketing Academy.
D. Schindler and R. Decker, “Analyzing Online Consumer Reviews – Some Remarks on Consistency”, Proceedings of the Australian New Zealand Marketing Conference 2012, Adelaide: Australian New Zealand Marketing Academy, 2012.
Schindler, D., Decker, R.: Analyzing Online Consumer Reviews – Some Remarks on Consistency. Proceedings of the Australian New Zealand Marketing Conference 2012. Australian New Zealand Marketing Academy, Adelaide (2012).
Schindler, Diana, and Decker, Reinhold. “Analyzing Online Consumer Reviews – Some Remarks on Consistency”. Proceedings of the Australian New Zealand Marketing Conference 2012. Adelaide: Australian New Zealand Marketing Academy, 2012.
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