Which Review Can Make You Engage?

نویسندگان

چکیده

Online reviews facilitate customer brand engagement, but few studies have explored this problem from the perspective of interpersonal attraction and its psychological mechanisms in social commerce context. This paper aims to investigate effect reviewer-reader similarity (including external internal similarity) online on engagement Drawing upon categorization theory, a conceptual framework was developed tested empirically. Data collected sample Chinese consumers with shopping experience websites (N=392) analyzed using Partial Least Square (PLS). Findings reveal that both similarities are indirectly influenced consumer mediated by consumers' perceived value congruence transferred through process. The impact greater value, whereas influence stronger self-brand congruence.

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ژورنال

عنوان ژورنال: Journal of Global Information Management

سال: 2021

ISSN: ['1533-7995', '1062-7375']

DOI: https://doi.org/10.4018/jgim.20211101.oa50