BAUEROVÁ, Radka, Tereza IKÁŠOVÁ, Veronika KOPŘIVOVÁ, Tomáš PRAŽÁK and Michal STOKLASA. What Cognitive Biases Attack Potential Customers in User Reviews the Most? Acta academica karviniensia. Karviná: Obchodně podnikatelská fakulta v Karviné, 2022, roč. 22, No 1, p. 5-21. ISSN 1212-415X. Available from: https://dx.doi.org/10.25142/aak.2022.001.
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Basic information
Original name What Cognitive Biases Attack Potential Customers in User Reviews the Most?
Authors BAUEROVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution), Tereza IKÁŠOVÁ (203 Czech Republic, belonging to the institution), Veronika KOPŘIVOVÁ (703 Slovakia, belonging to the institution), Tomáš PRAŽÁK (203 Czech Republic, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution).
Edition Acta academica karviniensia, Karviná, Obchodně podnikatelská fakulta v Karviné, 2022, 1212-415X.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50202 Applied Economics, Econometrics
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
WWW Odkaz na webovou stránku, ze které je dostupný plný text článku
RIV identification code RIV/47813059:19520/22:A0000346
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.25142/aak.2022.001
Keywords in English apophenia; authority bias; bandwagon effect; e-shops; negativity effect; online reviews; processing difficulty effect; story bias
Tags Reviewed
Changed by Changed by: Ing. Radka Bauerová, Ph.D., učo 32908. Changed: 30/12/2022 14:39.
Abstract
The aim of this paper is to uncover the cognitive biases that attack potential customers in user reviews and to determine their influence on e-shop popularity ratings. In order to accomplish the objective, a survey was conducted among the TOP 100 e-shops on the Czech market, from which were selected 70 e-shops to identify the most frequently occurring cognitive biases. In the first step, the heuristic method of observing e-shop websites was used. In the second step, a chi-square two-sample test was used to obtain results due to the nominal nature of the data under study. It was found that in terms of the user interface, the most emerging biases are the bandwagon effect, apophenia, authority bias and social proof. Then, in the case of examining the reviews themselves, it was found that availability bias, story bias, processing difficulty effect, negativity effect and authority bias were determined to be the most likely to influence potential customers. Some of these biases were also found to affect the popularity ratings of the e-shop, which marketing managers should pay attention to because of the link between popularity and loyalty.
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