Consumer Awareness and Use of Product Review Websites
- 1 September 2005
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Interactive Advertising
- Vol. 6 (1), 68-81
- https://doi.org/10.1080/15252019.2005.10722109
Abstract
This paper reports on a study that was undertaken to assess consumer awareness, and use, of product review websites. Factors included the impact of e-opinion leadership, consumer susceptibility to informational influence, and gender on awareness and use of these websites. Participants completed a survey that solicited information on awareness of product review websites, extent of usage, the aforementioned individual difference factors, as well as demographic information. Results indicated that consumers, generally, are aware of the existence of product review websites and there is moderate usage of, and varied uses for, these types of websites. Gender and certain individual difference factors, in particular e-opinion leadership, have an impact on usage and perceptions of these types of websites. Limitations of the study and future research issues are presented.Keywords
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