Analyzing Online Customer Reviews - An Interdisciplinary Literature Review And Research Agenda
作者： Benedikt Berger , Manuel Trenz
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摘要: Online customer reviews increasingly exert influence on customers’ purchase decisions when shopping online and give new importance to the concept of word-of-mouth. This is reflected in a growing body academic literature across varying disciplines that draws as source information. However, these studies apply methods obtain contradicting results. We conduct systematic interdisciplinary review examine how data used research which insights provide. Analyzing 49 journal articles we find most investigate reviews’ effect sales, helpfulness or manipulation. Furthermore, variety product categories websites receive their information from rather limited. The results reveal previous can only provide an imperfect understanding impact electronic wordof-mouth business. therefore develop twofold agenda with regards (a) investigating its effects (b) issues respect use research.
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