Adaptace a pilotní replikace experimentu: Důvěryhodnost negativních online recenzí (Craciun & Moore, 2019)

Bc. Lucia Režnáková

Master's thesis

Adaptation and pilot replication of an experiment: Credibility of negative online reviews (Craciun & Moore, 2019)

Abstract:

The aim of this thesis was the adaptation and pilot replication of the experiment: Credibility of negative online reviews (Craciun & Moore, 2019). Within the experiment, to 121 participants were randomly and in random order shown three out of eighteen reviews, the subject of which were different products – a toothbrush, a moisturizing cream, and an electronic mechanical engineering textbook. The reviews were distinguished by the gender of the reviewer and by the expressed emotions. bayesian ANOVA results for each product did not find sup-port for the fact that expressing negative emotions (vs. not) within NWOM reduces the perceived credibility and helpfulness of male but not female reviews, resulting in different conclusions compared to the original experiment.

Abstract:

Predmetom tejto práce bola adaptácia a pilotná replikácia experimentu: Dôveryhodnosť negatívnych online recenzií (Craciun & Moore, 2019). V rámci experimentu sa 121 účastníkom náhodne, a v náhodnom poradí zobrazili tri z celkovo osemnástich recenzií, ktorých predmetom boli rozličné produkty – zubná kefka, hydratačný krém a elektronická učebnica strojárstva. Recenzie sa medzi sebou odlišovali pohlavím recenzenta a prejavenými emóciami. Výsledky bayesiánskej ANOVY nenašli pri každom z produktov podporu pre fakt, že prejavovanie negatívnych emócií (vs. nie) v rámci NWOM znižuje vnímanú dôveryhodnosť a nápomocnosť mužských recenzií, ale nie ženských, čím priniesli odlišné závery v porovnaní s pôvodným experimentom.

Keywords

Negatívny eWOM, LET, dôveryhodnosť online recenzií, nápomocnost online recenzií, experiment, Negative eWOM, credibility of online reviews, helpfulness of online reviews

Language used: Slovak

Date on which the thesis was submitted / produced: 15. 5. 2023

Thesis defence

• Date of defence: 21. 6. 2023
• Supervisor: doc. Ing. Mgr. Jakub Procházka, Ph.D.
• Reader: Ing. Dušan Mladenović, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management