Both companies and consumers are highly interested in on-line customer reviews which enable consumers to share their experience and knowledge about products. In this study, after classifying real reviews into context units and deriving categories, we analyzed differences between categories based on channel(manufacturers` homepage/ shopping mall), product attribute(search/experience) and price(high/low). The method to derive categories is based on roughly adopting constructs of ACSI model and elaborate and repetitive classification of real reviews. We set up the classification category with 3 levels. Level 1 consists of product and service, level 2 consists of function, design, price, purchase motive, suggestion/user-tip and recommendation/repurchase in product and AS/up- grade and delivery/others in service and level 3 is composed of details of level 2 of category. We could find remarkable differences between channels in all 8 items of level 2 of category. As the number of context units in homepage is more than in shopping mall, we found reviews in homepage is more concrete. Moreover, overall satisfaction in review was higher at homepage`s. Also, in product attribute dimension, we found different patterns of reviews in design, purchase motive, suggestion/ user-tip, recommendation/repurchase, AS/up-grade and delivery/others and no difference in overall customer`s satisfaction. In price dimension, we found differences between high and low price in design, price and AS/up-grade and no difference in overall customer`s satisfaction.
Yang, So Young; Kim, Hyung Su; and Kim, Young Gul
"온라인 고객 리뷰의 분류 항목별 차이 분석,"
Asia Marketing Journal: Vol. 10
, Article 5.
Available at: https://amj.kma.re.kr/journal/vol10/iss2/5