Examining hedonic and utilitarian values' effect on ratings based on reviews
Başlık çevirisi mevcut değil.
- Tez No: 758589
- Danışmanlar: DR. MİCHEL VAN DE VELDEN, DR. MARTİJN G. DE JONG
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2021
- Dil: İngilizce
- Üniversite: Erasmus Universiteit Rotterdam
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 50
Özet
Özet yok.
Özet (Çeviri)
Over the past years, with the growth of e-commerce, online reviews have become an important mean for companies to observe consumer purchase behavior. Previous research suggests that there are two motivators behind the consumer purchase behavior; hedonic gratification and utilitarian reasons. In light of this, the hedonic and utilitarian values within the reviews and their effect on ratings was explored. Hedonic purchase behavior relates to the emotional and sensuous aspects of products, accompanied by a joyful and fun shopping experience. On the other hand, utilitarian purchase behavior is related with efficiency, functionality and rationality, in which the completion of the shopping task is crucial. Thus, the research aimed to provide insight for companies, regarding the different aspects their products have, as well as how they are perceived in the eyes of the consumer. What differentiates this paper from previous research is that, the products selected, a toothpaste and an athletic shoe, are perceived as both highly utilitarian and highly hedonic, preventing bias that could've occurred due to the products' own attributes. The reviews are scraped from Amazon.com and Latent Dirichlet Allocation, an unsupervised model designed to find latent topics within a corpus, is done to identify the topics among the reviews. After naming and classifying these topics as either hedonic or utilitarian, logistic regression was used to see whether these topics make the rating go higher or lower. The analysis showed that; for the toothpaste, the changing of the formula had the highest impact by decreasing the probability of getting high ratings and for the athletic shoe, fast delivery had the highest impact by increasing the probability of getting high ratings. Finally, as a managerial implication it was concluded that, to increase ratings; a single utilitarian aspect or multiple hedonic aspects of the products should be looked upon
Benzer Tezler
- Algılanan marka küreselliğinin satın alma niyeti üzerine etkisi ve bir araştırma
The effect of perceived brand globality on purchase intention and a research / L'effet de la globalité perçue de la marque surl'intention d'achat et une recherche
MUNİSE HAYRUN SAĞLAM
Yüksek Lisans
Türkçe
2021
İşletmeGalatasaray Üniversitesiİşletme Ana Bilim Dalı
PROF. DR. M. YAMAN ÖZTEK
- Tüketici davranışlarının İslam iktisadı boyutu üzerine bir araştırma
A research on the Islamic economic dimension of consumer behaviors
ESMA NUR KÜÇÜK
- Yiyecek imajı tüketim değeri ve geçmiş deneyimin yerel yiyecek tüketme motivasyonuna etkisinin incelenmesi
Examining the effect of food image consumption value and past experience on local food consumption motivation
MELİKE YANBAL
Yüksek Lisans
Türkçe
2021
TurizmAkdeniz ÜniversitesiGastronomi ve Mutfak Sanatları Ana Bilim Dalı
DOÇ. DR. OSMAN ÇALIŞKAN
- Tüketicilerin satın alma niyeti ve davranışı üzerinde bilişsel ve hazcı satın alma güdüleri ile referans grupların etkilerinin incelenmesi üzerine bir pilot araştırma
A pilot study on the effect of cognitive and hedonic shopping motivations and reference groups on purchase intention and behavior of consumers
GÖZDE GÜSAN KÖSE
- Marka bağlılığı üzerinde fiyat algılamasının rolünün incelenmesi
Examining the role of price perception on brand loyalty
FATİH GEÇTİ