Third Party Product Reviews and Consumer Behaviour: A Dichotomous Measuring via Rasch, Paired Comparison and Graphical Chain Models
Third-Party Product Reviews (TPPRs) are neutral (as far as the producers' interests are concerned) and consumer-orientated product tests that are carried out by experts. The reviews are published in special interest magazines like PC-World, Runner's World, Decanter or Wine Advocate and on the magazines' web pages respectively. Market observations provide strong evidence that Third-Party Product Reviews (TPPRs) significantly influence the success or failure of the products evaluated. Apart from purely descriptive contributions, however, there have not been any studies so far that examine the impact of such test information on purchase behaviour. This work aims at diminishing this gap in marketing research by theoretically and experimentally studying the relevance or TPPRs for product choice decisions on the one hand and for perceived quality, perceived value and purchase intentions on the other hand.
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2 Literature review
3 Empirical approach and conceptual models
4 Rasch modelling scale development and paired comparisons
5 Analysis online experiment one
6 Analysis online experiment two
7 Discussion and conclusion
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1Q Median 3Q Act t-value Act approach attitude attribution theory bad TPPR Bradley-Terry model brand popularity Classical test theory Coefficients of interest constructs consumer behaviour consumer’s cues customer value customer’s degrees of freedom Deviance Residuals Dispersion parameter ed_choice editor’s choice effect Error z value Estimate Std evaluation Figure graph graphical chain models high_price high_rep hypotheses interaction INTERCEPT logit Markov properties Median 3Q Max neg.tppr notppr Number of iterations object Olson paired comparison panel sample parameter for poisson perceived quality perceived risk perceived value person parameters poisson family taken pos.tppr price_D_1 Product bundles product knowledge product test purchase intention purchase risk quality perception Rasch model Regression coefficients reputation brand Residual deviance saturated model scale significant source credibility specific Steenkamp 1989 subject covariate t-value Act t-value Table theory thesis tppr_2 tppr_D_2 trustworthiness Undirected graph univariate regression value Pr(>|z variables Wein wine worth parameters Zweigelt π π π