Date of Award
Fall 12-2018
Degree Type
Honors College Thesis
Department
Marketing and Fashion Merchandising
First Advisor
Joanne Cao
Second Advisor
Gallayannee Yaoyuneyong
Advisor Department
Marketing and Fashion Merchandising
Abstract
The purpose of this study is to examine the willingness of a consumer to write an online review in relation to their love for a brand, their attachment to a brand and their satisfaction with shopping online for that brand. There are limited empirical studies that investigate the impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction on online reviews. Brand Love is the extent of emotional attachment that a content consumer feels for a certain brand or trade name whereas Brand Attachment measures the degree or strength to which consumers connects themselves with a brand. Lastly, a consumer’s satisfaction with their online shopping experience encompasses a variety of factors, such as product performance and product price. Data was gathered via a Qualtrics survey. A total of 206 online shoppers submitted usable data. These shoppers had all shopped and bought an item they love online in the past six months. Multiple regression was used to test the proposed hypotheses regarding intentions to write a review and the three constructs: Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction. Results show that only Brand Attachment may have an influence on a consumer’s willingness to write online reviews. Online retailers would benefit from this study because the study examines how consumers come to the intention to write an online review; therefore, results may provide insight for marketers and practitioners to use for potential online marketing efforts.
Copyright
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Recommended Citation
Le, Michelle, "A Look into Electronic Word-of-Mouth: The Willingness of Consumers to Write Online Reviews" (2018). Honors Theses. 621.
https://aquila.usm.edu/honors_theses/621