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Conference Proceedings Trends in Business Communication 2016 pp 115–123Cite as

Customer Reviews: The Importance of Personal Factors That Influence the Consumer Reaction Within Webshops

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Abstract

On the one hand the rapid spread of the internet makes it possible for consumers to compare offers on the market (Park & Lee, 2009; Henning-Thurau & Walsh, 2003), on the other they can express their experience and opinions in the form of electronic word-of-mouth (eWOM) and interact with each other (King, Racherla, & Bush, 2014). The generic term eWOM includes different types and technologies such as blogs, tweets, forum, chats etc. (Cheung, Luo, Sia, & Chen, 2009; Dhar & Chang, 2009; Kozinets, De Valck, Wojnicki, & Wilner, 2010).

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Author information

Authors and Affiliations

  1. Fachhochschule Kufstein Tirol, Andreas Hofer-Straße 7, 6330, Kufstein, Österreich

    Michaela Gahbauer M.A.

Authors
  1. Michaela Gahbauer M.A.
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Correspondence to Michaela Gahbauer M.A. .

Editor information

Editors and Affiliations

  1. Professor for Management, University of Arts and Applied Sciences , Freiburg, Germany

    Timo Becker

  2. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Peter Schneckenleitner

  3. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Wolfgang Reitberger

  4. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Alexandra Brunner-Sperdin

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© 2017 Springer Fachmedien Wiesbaden GmbH

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Gahbauer, M. (2017). Customer Reviews: The Importance of Personal Factors That Influence the Consumer Reaction Within Webshops. In: Becker, T., Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A. (eds) Conference Proceedings Trends in Business Communication 2016. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17254-1_11

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