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Kundenrezensionen. Fluch oder Segen? by Maack, Luisa

Kundenrezensionen. Fluch oder Segen?

by Luisa Maack
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Book cover type: Paperback
  • ISBN13: 9783668954380
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): Media Studies

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: In dieser wissenschaftlichen Arbeit geht es um die Analyse von Kundenrezensionen im E-Commerce, sowie in Reputations- und Bewertungssysteme/-portalen. Ziel ist die Herleitung der positiven und negativen Auswirkungen der Kundenrezensionen und wie diese das Konsumentenverhalten beeinflussen. Konsumenten suchen, bevor sie sich für ein Produkt oder eine Dienstleistung entscheiden, im Internet nach Informationen. Dabei zeigen repräsentative Studien, dass bei der Suche nach Informationen jeder dritte aktiv digitales Mundpropaganda nutzt. Früher hingen die Kaufentscheidungen der Konsumenten noch von professioneller Beratung und Werbung ab. Heute informieren sich die Kunden gegenseitig und Empfehlungen anderer Kunden entwickeln eine immer grö er werdende Wirkung. Unternehmen reagieren vermehrt mit einer Verschiebung des Marketingbudgets in den Online-Bereich, weshalb auch die Wissenschaft in zunehmenden Ma den Bereich des "Empfehlungsmarketing durch Bekannte" erforscht. Die Bezeichnungen "Mund-zu-Mund-Propaganda" bzw. "Word-of-Mouth" (WOM) haben sich in der deutschsprachigen bzw. angloamerikanischen Literatur durchgesetzt. Durch die Bedeutungszunahme des Internets und dessen Kommunikationsmöglichkeiten ist das relativ junge Forschungsgebiet des Electronic Word-of-Mouth (EWOM) entstanden. Es kann davon ausgegangen werden, dass der Erfolg von Produkten und Dienstleistungen durch die gro e Rolle des Internets nicht mehr von Werbema nahmen in den konventionellen Medien, sondern von Online-Rezensionen und -Kommentaren abhängig ist. Allerdings wird es für die Kunden, aufgrund der Informationsmasse, immer schwieriger glaubwürdige Informationen herauszufiltern. Konsumenten sind kritischer geworden und reagieren sensibel auf Beeinflus

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