Measuring the Perceived Quality Impact of Third-Party Product Reviews via Paired Comparisons
Measuring the Perceived Quality Impact of Third-Party Product Reviews via Paired Comparisons

Author(s): Wolfgang Ziniel
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: Third-Party Product Reviews; Perceived Quality; Bradley-Terry Model; Web Text Mining;
Summary/Abstract: Perceived product quality is one of the key factors to successfully compete on today’s crowded markets. Beyond that perceived quality substantially affects other core concepts of consumer behaviour research like satisfaction and willingness-to-buy. A lot of research has been devoted to the concept of perceived quality. Nevertheless, the linkage to the effect of third-party product reviews (TPPRs) on quality as it is perceived by the consumer has not been established yet. This dissertation is based on cue utilisation theory. Steenkamp’s model of perceived quality serves as the theoretical framework. Data collection will take place in the context of windsurfing sails. Web text mining methods will be employed to relevant forum postings. This makes it possible to understand quality attributes from the consumer’s perspective and to compare the results to those attributes propagated by the manufacturers. An online experimental approach via paired comparisons that uses extended Bradley-Terry models reflects an innovative approach to measure perceived quality and allows for estimating various quality effects of TPPRs.

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