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Dina åsikter spelar roll - En kvalitativ studie av konsumentrecensioner online

Boström, Jens LU ; Maliqaj, Denis LU and Tiger, Bobo LU (2015) FEKH29 20142
Department of Business Administration
Abstract (Swedish)
Examensarbetets titel: Dina åsikter spelar roll - En kvalitativ studie av konsumentrecensioner online

Seminariedatum: 2015-01-15

Ämne/kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 HP

Författare: Jens Boström, Denis Maliqaj och Bobo Tiger

Handledare: Clara Gustafsson

Fem nyckelord: Konsumentrecensioner online, e-WOM, CCT, Gemenskaper, Informationsdelning vid konsumtion.

Syfte: Syftet med uppsatsen är att undersöka hur konsumenter resonerar kring konsumentrecensioner online och även att undersöka varför vissa konsumenter väljer att dela med sig av sina konsumtionsupplevelser genom att skriva en recension.

Metod: Studien har ett explorativt syfte som uppnås med en kvalitativ metod och ett hermeneutiskt... (More)
Examensarbetets titel: Dina åsikter spelar roll - En kvalitativ studie av konsumentrecensioner online

Seminariedatum: 2015-01-15

Ämne/kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 HP

Författare: Jens Boström, Denis Maliqaj och Bobo Tiger

Handledare: Clara Gustafsson

Fem nyckelord: Konsumentrecensioner online, e-WOM, CCT, Gemenskaper, Informationsdelning vid konsumtion.

Syfte: Syftet med uppsatsen är att undersöka hur konsumenter resonerar kring konsumentrecensioner online och även att undersöka varför vissa konsumenter väljer att dela med sig av sina konsumtionsupplevelser genom att skriva en recension.

Metod: Studien har ett explorativt syfte som uppnås med en kvalitativ metod och ett hermeneutiskt och fenomenologiskt förhållningssätt. Forskningsansatsen i studien är abduktiv. Primärdata samlas in genom kvalitativa semistrukturerade djupintervjuer, vilka också är de data som analyseras. Sekundärdata består till stor del av vetenskapliga artiklar och fungerar som en teoretisk grund.

Teoretiska perspektiv: Consumer culture theory ligger till grund för att förklara hur sociala handlingar skapar mening för konsumenter, vidare utgörs en stor del av den teoretiska basen av e-WOM,. Det teoretiska perspektivet i uppsatsen innefattar även teorier kring socialt utbyte, gemenskaper och även den teoribildning som studier inom området gett upphov till.

Empiri: Studieobjekten i uppsatsen består av en urvalsgrupp på 12 konsumenter i åldern 20-30 år där kvalitativa djupintervjuer genomförts för att samla in empiri. Urvalsgruppen baseras på bekvämlighetsurval med teoretiska inslag för att ge studien så mycket primär empiri som möjligt.

Resultat: Konsumentrecensioner ska vara informativa, objektiva och finnas tillgängliga i samband med annan information. De har ett brett användningsområde och ska minska osäkerheten inför ett köp. Trovärdigheten är sammankopplad med avsändaren, är avsändaren okänd blir informationen svårare att hantera och trovärdigheten minskar. Kostnaderna måste överväga fördelarna och förväntningarna måste överträffas om individen ska recensera. Fler recensioner kan skrivas om incitament finns. (Less)
Abstract
Title: Your opinions matter - A qualitative study of consumer reviews online.

Seminar date: 2015-01-15

Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP

Authors: Jens Boström, Denis Maliqaj and Bobo Tiger

Advisor: Clara Gustafsson

Key words: Online consumer reviews, e-WOM, CCT, Online Communities, Information sharing regarding consumption.

Purpose: The purpose of this study is to examine how consumers regard consumer reviews online and why some consumers share their consumption-experiences by writing a review.

Methodology: The study has an explorative purpose which is achieved through a qualitative method with an hermeneutic and phenomenological approach. The study’s research-approach is abductive.... (More)
Title: Your opinions matter - A qualitative study of consumer reviews online.

Seminar date: 2015-01-15

Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP

Authors: Jens Boström, Denis Maliqaj and Bobo Tiger

Advisor: Clara Gustafsson

Key words: Online consumer reviews, e-WOM, CCT, Online Communities, Information sharing regarding consumption.

Purpose: The purpose of this study is to examine how consumers regard consumer reviews online and why some consumers share their consumption-experiences by writing a review.

Methodology: The study has an explorative purpose which is achieved through a qualitative method with an hermeneutic and phenomenological approach. The study’s research-approach is abductive. Primary data is collected through qualitative semi-structured in-depth interviews and secondary data comprise largely of articles from the science-field which serves as a theoretical framework.

Theoretical perspective: Consumer culture theory is the basis for explaining how social actions create meaning for consumers. Furthermore, a large part of the theoretical basis consists of e-WOM. The theoretical perspective also includes theories on social exchange and online communities.

Empirical foundation: The study’s subjects consists of a sample group of 12 consumers between the ages of 20 - 30, in which qualitative in-depth interviews were conducted to collect empirical findings. The selection group is based on convenience-sampling accompanied by theoretical elements, in order to provide as much primary empirical data as possible.

Result: The study concluded that consumer reviews ought be informative, objective and available within access of other types of information. They have a wide range of application and aims to lessen the uncertainty before a purchase. Credibility is connected to the sender, if the sender is unknown the information is difficult to manage and the credibility decreases. The physical and cognitive costs must be overweighed by the benefits and the expectations of the good or the service must be exceeded in order for the consumer to write a review. If incentives are offered, more reviews might be written by consumers. (Less)
Please use this url to cite or link to this publication:
author
Boström, Jens LU ; Maliqaj, Denis LU and Tiger, Bobo LU
supervisor
organization
course
FEKH29 20142
year
type
M2 - Bachelor Degree
subject
keywords
Konsumentrecensioner online, e_WOM, Gemenskaper, Informationsdelning vid konsumtion
language
Swedish
id
5046660
date added to LUP
2015-02-11 14:55:56
date last changed
2015-02-11 14:55:56
@misc{5046660,
  abstract     = {Title: Your opinions matter - A qualitative study of consumer reviews online.

Seminar date: 2015-01-15

Course: FEKH29, Degree Project in Marketing Undergraduate Level, 15HP

Authors: Jens Boström, Denis Maliqaj and Bobo Tiger

Advisor: Clara Gustafsson

Key words: Online consumer reviews, e-WOM, CCT, Online Communities, Information sharing regarding consumption.

Purpose: The purpose of this study is to examine how consumers regard consumer reviews online and why some consumers share their consumption-experiences by writing a review.

Methodology: The study has an explorative purpose which is achieved through a qualitative method with an hermeneutic and phenomenological approach. The study’s research-approach is abductive. Primary data is collected through qualitative semi-structured in-depth interviews and secondary data comprise largely of articles from the science-field which serves as a theoretical framework.

Theoretical perspective: Consumer culture theory is the basis for explaining how social actions create meaning for consumers. Furthermore, a large part of the theoretical basis consists of e-WOM. The theoretical perspective also includes theories on social exchange and online communities. 

Empirical foundation: The study’s subjects consists of a sample group of 12 consumers between the ages of 20 - 30, in which qualitative in-depth interviews were conducted to collect empirical findings. The selection group is based on convenience-sampling accompanied by theoretical elements, in order to provide as much primary empirical data as possible.

Result: The study concluded that consumer reviews ought be informative, objective and available within access of other types of information. They have a wide range of application and aims to lessen the uncertainty before a purchase. Credibility is connected to the sender, if the sender is unknown the information is difficult to manage and the credibility decreases. The physical and cognitive costs must be overweighed by the benefits and the expectations of the good or the service must be exceeded in order for the consumer to write a review. If incentives are offered, more reviews might be written by consumers.},
  author       = {Boström, Jens and Maliqaj, Denis and Tiger, Bobo},
  keyword      = {Konsumentrecensioner online,e_WOM,Gemenskaper,Informationsdelning vid konsumtion},
  language     = {swe},
  note         = {Student Paper},
  title        = {Dina åsikter spelar roll - En kvalitativ studie av konsumentrecensioner online},
  year         = {2015},
}