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Special Graduate Schools Graduate School of International Studies Department of International Business International Business 3. Theses(Master)

A Geek Subculture Website: Are the Reviews on Reddit.com More Beneficial to Consumers than Those on Commercial Websites?

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dc.contributor.advisorYang Sung-Byung-
dc.contributor.authorRumyana, Dimitrova Dimitrova-
dc.date.accessioned2018-11-08T08:21:56Z-
dc.date.available2018-11-08T08:21:56Z-
dc.date.issued2015-08-
dc.identifier.other20312-
dc.identifier.urihttps://dspace.ajou.ac.kr/handle/2018.oak/13149-
dc.description학위논문(석사)--Graduate School of International Studies Ajou University :국제경영학과,2015. 8-
dc.description.tableofcontentsTable of Contents Abstract i Acknowledgement ii Table of Contents iii List of Tables v List of Figures v Chapter I: Introduction 1 1.1. Research Background 1 1.2. Research Objectives 1 1.3. Research Structure 2 Chapter II: Theoretical Background 4 2.1. Literature Review on Online Product Reviews 4 2.2. Conceptual Framework 6 Chapter III: Research Model and Hypotheses Development 9 3.1. Hypotheses Development 9 3.1.1. Positive Affect 9 3.1. 2. Cognition 10 3.1. 3. Deception 10 Chapter IV: Research Methodology 12 4.1. Measurements 12 4.2. Data Collection 13 Chapter V: Data Analysis and Results 14 5.1. Descriptive Statistics 14 5.2. Results 15 Chapter VI: Discussion and Conclusion 17 6.1. Result Findings 17 6.2. Theoretical Implications 18 6.3. Practical Implications 19 6.4. Limitations and Future Research 19 6.5. Concluding Remarks 19 References 21 Appendix A: Group statistics for LIWC results 28 Appendix B: Detailed hypotheses testing results 30-
dc.language.isoeng-
dc.publisherGraduate School of International Studies Ajou University-
dc.rights아주대학교 논문은 저작권에 의해 보호받습니다.-
dc.titleA Geek Subculture Website: Are the Reviews on Reddit.com More Beneficial to Consumers than Those on Commercial Websites?-
dc.typeThesis-
dc.contributor.affiliation아주대학교 국제대학원-
dc.contributor.department국제대학원 국제경영학과-
dc.date.awarded2015. 8-
dc.description.degreeMaster-
dc.identifier.localId705396-
dc.identifier.urlhttp://dcoll.ajou.ac.kr:9080/dcollection/jsp/common/DcLoOrgPer.jsp?sItemId=000000020312-
dc.subject.keywordOnline Product Reviews-
dc.subject.keywordeWOM-
dc.subject.keywordSocial Media Websites-
dc.subject.keywordOnline Retailer Websites-
dc.subject.keywordReddit.com-
dc.subject.keywordAmazon.com-
dc.subject.keywordElaboration Likelihood Model on Persuasion-
dc.subject.keywordInterpersonal Deception Theory-
dc.description.alternativeAbstractOnline product reviews on commercial websites have been extensively studied as a form of electronic word-of-mouth (eWOM). There are some studies on eWOM in social media websites as well, however, little is known about the differences between eWOM on commercial websites and eWOM on social media websites. This research compares product reviews on Amazon.com, a leading online retailer website, and Reddit.com, a social media website with a specific culture, emphasizing on anonymity and free speech. Emotion, cognition, and deception present in the reviews were examined based on the Elaboration Likelihood Model of Persuasion and Interpersonal Deception Theory. It was hypothesized that positive affect, cognition, and deception levels are lower in reviews on social media websites than in reviews on online retailer websites. Results showed that reviews on Reddit.com have less words in positive affect as well as cognition than those on Amazon.com; no specific pattern was found about deception. Implications about different persuasion and marketing strategies on the two types of websites, as well as possible benefits to consumers are discussed.-
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Special Graduate Schools > Graduate School of International Studies > Department of International Business > International Business > 3. Theses(Master)
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