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dc.contributor.advisorWaiguny, Martin
dc.contributor.authorLockie, Maree
dc.date.accessioned2015-08-12T03:24:21Z
dc.date.available2015-08-12T03:24:21Z
dc.date.copyright2015
dc.date.created2015
dc.identifier.urihttp://hdl.handle.net/10292/9006
dc.description.abstractOnline reviews, a form of electronic word-of-mouth (eWOM) communication, have fast become a relied on source of information. It is for this reason we need to further understand how it is consumers read this information; what is important to them and what personal or individual characteristics influence how they read. To do this, a mixed method approach was taken using 30 participants. First, an eye-tracking experiment was conducted with participants reading an online review website. Following this, an online questionnaire was conducted to measure the individual characteristics of the reader. Both sets of data were analysed separately, using coding and SPSS frequencies respectively. Both sets of data were then combined and analysed on SPSS using linear stepwise regression and logistic stepwise regression. Results show that specific review factors do work together and gazes and actual liking of online reviews does interplay somewhat. Most significantly, certain personal characteristics and traits do influence the way in which online reviews are read.en_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectOnline reviewsen_NZ
dc.subjectPersonalityen_NZ
dc.subjectEye trackingen_NZ
dc.titleHow online reviews are readen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Businessen_NZ
thesis.degree.discipline
dc.rights.accessrightsOpenAccess
dc.date.updated2015-08-12T01:20:21Z


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