Online User Reviews and Goal-Directed Consumer Behavior: A Qualitative Study

Matthias B. Schulten ()
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Matthias B. Schulten: South Westphalia University of Applied Sciences

A chapter in Dialogmarketing Perspektiven 2022/2023, 2023, pp 195-209 from Springer

Abstract: Abstract With the rapid growth of the Internet and the increasing ability of its users to generate and publish content, active online communities have emerged. These online communities often provide a wealth of product information in form of online user reviews, which increasingly affect consumers’ perceptions and impressions of products. Several studies suggest that these impressions are influenced by the goals consumers pursue when reading online user reviews. Surprisingly, little research has explicitly linked research on goal-directed consumer behavior and online user reviews. Based on literature analyses and qualitative research the author proposes a framework for such a linkage. The framework provides a theoretical account which allows for the identification of novel constructs that have not been the subject of past research on online user reviews. Moreover, various theoretical and managerial implications can be derived from the framework.

Keywords: Online user reviews; Goal-directed consumer behavior; Review-related goals; Review diagnostics; Review helpfulness (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-658-40753-7_9

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