Third Party Product Reviews and Consumer Behaviour : A Dichotomous Measuring via Rasch, Paired Comparison and Graphical Chain Models

Online-Ressource (XXI, 183 p. 39 illus, digital)

Includes bibliographical references

Geleitwort; Acknowledgements; Table of Contents; List of figures; List of tables; List of formulae; 1 Introduction; 1.1 Problem; 1.2 Definition of third-party product reviews (TPPRs); 1.3 Research gap; 1.4 Epistemological classification; 1.5 Scientific and practical relevance; 1.6 Course of investigation; 2 Literature review; 2.1 Third-party product reviews; 2.1.1 Theories explaining TPPR effects on consumer behaviour; 2.1.2 Empirical evidence for TPPR effects on consumer behaviour; 2.1.3 TPPR and advertising; 2.1.4 TPPRs and marketing strategy

2.1.5 TPPRs as cues in consumer behaviour research2.2 Perceived quality research; 2.2.1 The notion of "quality"; 2.2.2 Cue research in respect of perceived quality; 2.2.3 Models of the quality perception process; 2.3 Customer value; 2.4 Attitude, preference and choice; 2.4.1 Preference from an attitude point of view; 2.4.2 Product preference; 2.4.3 Preference and purchase behaviour; 2.5 Purchase intention; 3 Empirical approach and conceptual models; 3.1 Experiments in the context of the internet; 3.2 Online experiment one: TPPRs and the product choice process

3.3 Online experiment two: TPPRs, quality, purchase intention and value3.4 Hypotheses; 3.5 Sampling; 3.5.1 Descriptive statistics online access panel sample; 3.5.2 Descriptive statistics student sample; 4 Rasch modelling, scale development and paired comparisons; 4.1 Classical test theory and the fundamentals of probabilistic Rasch modelling; 4.1.1 The Rasch model; 4.1.2 The mixed Rasch model; 4.1.3 Assessing Rasch model fit and model selection; 4.2 Constructs employed in the experiments; 4.2.1 Perceived quality; 4.2.2 Perceived value; 4.2.3 Purchase intention; 4.2.4 Perceived purchase risk

4.2.5 Product class involvement4.2.6 Product knowledge; 4.2.7 Source credibility; 4.2.8 Brand popularity; 4.3 Rasch homogeneity tests and model selection; 5 Analysis online experiment one; 5.1 Methodological introduction to conjoint design paired comparison models; 5.1.1 The Bradley-Terry model; 5.2 Paired Comparison Modelling; 5.2.1 Main effects model: panel sample; 5.2.2 Main effects model: student sample; 5.2.3 Two-way interaction effects model and hypotheses testing; 6 Analysis online experiment two; 6.1 Methodological foundations of graphical chain models; 6.1.1 Graphical models

6.1.2 Graphical chain models6.1.3 Applications and suitability; 6.2 Graphical chain modelling; 6.2.1 Student sample analysis; 6.2.2 Hypotheses testing; 6.2.3 Panel sample; 7 Discussion and conclusion; 7.1 Summary of the results; 7.2 Scientific and managerial implications; 7.3 Limitations and future research; 7.4 Conclusion; Appendix; A. Screenshots online experiments; B. Main effects model - students; C. Two-way interaction model - students; D. Influence of single subject covariates: panel; E. Influence of single subject covariates: students

F. Information criteria of alternative Rasch models for the panel sample

10.1007/978-3-8349-3633-2 [DOI]

ECONIS - Online Catalogue of the ZBW