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Study of online trading : Hui at Amazon, ugh at Stiftung Warentest

In December 2018, the Foundation took the test wheels for children. In this case, the model of Puky LR1L was not good: The examiner awards a grade of "unsatisfactory" for the impeller. The customers seem to have to the product, however, is less to suspend. So it is at least, if you take the customer reviews in Amazon as a benchmark. The Puky impeller LR1L comes to 4.5 out of 5 stars. "This wheel is simply perfect," writes User Kiewert, representing 90 enthusiastic Users have reviewed the impeller.

This discrepancy is not an isolated case. Researchers at the University of Dortmund in the study "Should We Reach for the Stars?" to (English: we reach for the stars?) examines the relationship of the customer reviews in online shops to the judgment of professional product testing. The result shows that The estimates are often wide.

To find out, had the authors of the test sentences of the Foundation were worn to test for electronics products from the years 2014 to 2017 together - they came up with a list of 2473 articles. For 1322 products these products, the researchers also found reviews on Amazon. And now, the scientists set out to compare the assessments.

assessments even contradict

It showed that the evaluations of the experts and the customers stood in no connection. On a scale of 0 (no agreement) to 1 (complete Concordance) this resulted in an average value of 0.18. In 36 percent of cases, the correlation was even negative. This means that the estimates disagreed: the Stiftung Warentest does not - or Vice-versa found the product great, the customer.

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extra wide experts and consumers were cabinets around at the cool, Mini-computers, and wireless phones apart order. Smartwatches and electronic Mixer, for example, were estimated to be similar. The researchers found that the reviews move further apart, the longer there is a product.

especially good star ratings are enjoy according to the study, with caution. "High customer ratings can obscure the objective quality of a product to a certain degree," conclude the authors of the study your paper.

objective quality of a product is becoming less and less important

The researchers conclude that the objective quality of a product for the purchasing behaviour becoming less and less important get, the more reviews there are. Nevertheless, according to the survey, would have to pay the by objective Quality rating information determined three times as much impact on sales, such as star ratings.

The scientists, however, to remember that they did not know the extent to which the standards and results of the Stiftung Warentest consumer are at all relevant. So is the reason for the poor rating of the Puky impeller is, for example, that his tires contain so-called polycyclic aromatic hydrocarbons (PAHS), some of which cause cancer and may affect fertility. It is conceivable that some of a customer taken into account at the time of his Amazon rating, rather, whether the device is stable and whether it could elicit from the child a Smile. The problem is that customers-can be purchased reviews on the Internet are often not taken into account in the study.

Stiftung Warentest shows the results of the study is not surprising. "Customer criticize often very emotional, because you were happy about a good scary or annoyed", according to the consumer protection organization on a daily level-demand. "We will examine scientific methods, objective and independent." It is the most "things that are not able to assess lay people", such as pollutants, or the vulnerability to Hacker attacks.

Is Instagram the new QVC?

The question of what information consumers have their purchase decision influence will be discussed in the trade sector is currently hot. In addition to the evaluation by experts and other customers are Influencers and social media for several years, an important role. In the case of Twitter, the US Tech enriched-Journalist Dan Seifert of the debate recently around the Thesis: "Instagram is now for Millienials what used to be QVC." The fact that the Tweet gathered up to 14,000 Likes, shows that he has hit a nerve.

With respect to the television advertising is no longer referred to Seifert to the fact that Instagram for company advertising only, but also a sales channel. For some months now, companies can add Posts to your Accounts directly with a Link to a Shopping opportunity. Since a few months in the so-called Stories. So the Shop via Instagram is easier than via the sale of television a La QVC.

Given that, according to Instagram data 400 million users to view worldwide daily Instagram Stories and a third of the most-publicized Stories of companies originate, brings the considerable sales Potential. Instagram, according to 90 million users click on a monthly basis and a so-called "Shoppable Post" - a post that links directly to the shopping opportunity.

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study powerful Amazon

Oliver Voß

is The Seifert to the old iron said QVC wanted to know who or what the customers hear in their purchasing decision, and led to this question, a study published on Wednesday. Thus, two-thirds of the respondents have access to customer reviews. 37.5 percent of all study participants, the shopping on the Internet, with the help of Videos, a picture of the product. Of Influencers only five percent of the Online according to the study, shoppers affect.

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