The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls

2011 ◽  
Vol 21 (2) ◽  
pp. 187-206 ◽  
Author(s):  
Jumin Lee ◽  
Do‐Hyung Park ◽  
Ingoo Han
Keyword(s):  
Online Shopping ◽  
Purchase Intentions ◽  
Shopping Malls ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Online Consumer

Negative online consumer reviews: effects of different responses

2015 ◽  
Vol 24 (1) ◽  
pp. 66-77 ◽  
Author(s):  
Sebastian Ullrich ◽  
Christian Boris Brunner
Keyword(s):  
Online Shopping ◽  
Outcome Variable ◽  
Brand Strength ◽  
Consumer Reviews ◽  
Content Type ◽  
Response Options ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Different Response

Purpose – This paper aims to investigate the effects of different response options to a negative consumer review. When consumers buy online, they are often confronted with consumer reviews. A negative consumer review on an online shopping website may keep consumers from buying the product. Therefore, negative online consumer reviews are a serious problem for brands. Design/methodology/approach – In an online experiment of 446 participants, different response options towards a negative consumer review on an online shopping website were examined. The experimental data were analysed with linear regression models using product purchase intentions as the outcome variable. Findings – The results indicate that a positive customer review counteracts a negative consumer review more effectively than a positive brand response, whereas brand strength moderates this relationship. Including a reference to an independent, trusted source in a brand or a customer response is only a limited strategy for increasing the effectiveness of a response. Research limitations/implications – Additional research on other product categories and with subjects other than students is suggested to validate the findings. In future research, multiple degrees of the phrasing’s strength of the reference could be used. Practical implications – Assuming high quality products, brands should encourage their customers to write reviews. Strong brands can also reassure consumers by responding, whereas weak brands cannot. Originality/value – This research contributes to the online consumer reviews literature with new insights about the role of brand strength and referencing to an independent, trusted source.

scholarly journals Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude

2021 ◽  
Vol 13 (4) ◽  
pp. 2024
Author(s):  
Do-Hyung Park
Keyword(s):  
Information Structure ◽  
Source Credibility ◽  
Consumer Decision Making ◽  
Brand Attitudes ◽  
Consumer Reviews ◽  
Brand Evaluation ◽  
Online Consumer Reviews ◽  
Online Consumer ◽  
Moderating Role ◽  
Persuasive Effect

Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in consumer decision making. Compared with expert-created information, each piece of information is less powerful or persuasive, but their aggregation can be more credible and acceptable. This concept is called collective intelligence knowledge. This study focuses on the persuasive effect on consumer product attitudes of consumer-created information compared to expert-created information. Using source credibility and familiarity theory, the study reveals how prior brand attitudes can play a moderating role in the persuasive effect of consumer-created information and expert-created information. Specifically, this study shows how consumer-created information is more persuasive when consumers have more favorable prior brand attitudes, while expert-created information is more persuasive when consumers have less favorable prior brand attitudes. Based on the results, this study proposes practical strategies for information structure, curation, and presentation. If a company has a good-quality brand evaluation of its products, it should increase the weight of consumer-created information such as online consumer reviews. Otherwise, the company needs to first improve brand evaluation through expert-created information such as third-parties or power-blogger reviews.

scholarly journals Assessment, Implication, and Analysis of Online Consumer Reviews: A Literature Review

2017 ◽  
pp. 43-74
Author(s):  
Oshin Anand ◽  
◽  
Praveen Ranjan Srivastava ◽  
Atanu Rakshit ◽  
◽  
...  
Keyword(s):  
Literature Review ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Online Consumer
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