Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour
نویسنده
چکیده
This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n=818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews, but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumptionrelated experiences by offering strong arguments that will convince other customers. Summary statement of contribution (75 words max): The present paper contributes to the research on the effect of online reviews on online shopping behaviour. Based on the findings of three online experiments, it can be concluded that valence intensity moderates the relationship between online reviews and online shopping behaviour. The occurrence of slightly negative information chunks in online reviews can cause significant negative changes in online shopping behaviour.
منابع مشابه
Combined effects of valence and attributes of e-WOM on consumer judgment for message and product: The moderating effect of brand community type
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