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

Tomasz Wanat; Aleksandra Grzesiuk

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Paper

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

Topics: e-Marketing and Consumer Behaviour

In Proceedings of the International Conference on e-Business - Volume 0ICETE, 202-208, 2009 , Milan, Italy

Authors: Tomasz Wanat ¹ and Aleksandra Grzesiuk ²

Affiliations: ¹ The Poznan University of Economics, Poland ; ² The West Pomeranian Business School, Poland

Keyword(s): Online shopping, Perceived risk, Retailer reputation, e-Store choice.

Related Ontology Subjects/Areas/Topics: Business and Social Applications ; e-Business ; e-Marketing and Consumer Behaviour ; Enterprise Information Systems ; Global Communication Information Systems and Services ; Telecommunications

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 several formats:

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 (ICETE 2009) - ICE-B; ISBN 978-989-674-006-1, SciTePress, pages 202-208. DOI: 10.5220/0002186602020208

@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 (ICETE 2009) - ICE-B},
year={2009},
pages={202-208},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002186602020208},
isbn={978-989-674-006-1},
}

TY - CONF

JO - Proceedings of the International Conference on e-Business (ICETE 2009) - ICE-B
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
PB - SciTePress