Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
International Journal of Electronic Finance
Negative online word-of-mouth: Behavioral indicator or emotional release?
Computers in Human Behavior
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Do online recommendations have the same motivating impact as price at the point of online purchase? The results (n=268) of an conjoint study show that: (1) when the price is low or high relatively to market price, it has the strongest impact (positive and negative) on the likelihood of an online purchase of an mp3 player, (2) when the price is average to market price, online recommendation and price are equal in their impact at the point of online purchase, and, (3) the relative impact from price increases when online shopping frequencies increases. The implications these results give are that online retailers should be aware that online recommendations are not as influential as a good offer when consumers purchase electronics online. However, other customer recommendations have a stronger impact on novice online shoppers than towards those consumers that shop more frequently online.