Consumer responses to online recommendations: The effects of language assertiveness on website and product attitudes
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Scott Murray Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
This research looks at how people's online shopping attitudes change when retailers use different language to make product recommendations. It shows that certain language can result in the perception of the retailer and product being more positive, depending on how much attachment is felt towards the retailer, how well known the product is and the product's price. The research presents a new way of analysing the effectiveness of online product recommendations.
Impact and interest:
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| ID Code: | 198027 |
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| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Jin, HS & Martin, Brett |
| Keywords: | Online recommendations, Computers as social actors, Attitudes, Language, Assertiveness, Reactance, Confidence, Attachment, Brand familiarity, Price |
| DOI: | 10.5204/thesis.eprints.198027 |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 23 Apr 2020 02:54 |
| Last Modified: | 23 Apr 2020 02:54 |
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