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

Purpose - With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective. Design/methodology/approach - The data for this study are obtained from a two-way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions. Findings - The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers' purchase intentions influenced by OCRs are more favorable than those influenced by OEAs. Originality/value - This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this study could aid in the development of an e-commerce strategy using OCRs.
Publisher
EMERALD GROUP PUBLISHING LIMITED
Issue Date
2011
Language
ENG
Keywords

WORD-OF-MOUTH; BUYER-SELLER RELATIONSHIPS; E-COMMERCE; SOURCE CREDIBILITY; REPUTATION SYSTEMS; MODERATING ROLE; PRODUCT TYPE; INFORMATION; COMMUNICATION; WEB

Citation

INTERNET RESEARCH, v.21, no.2, pp.187 - 206

ISSN
1066-2243
URI
http://hdl.handle.net/10203/24752
Appears in Collection
KGSF-Journal Papers(저널논문)
  • Hit : 220
  • Download : 44
  • Cited 0 times in thomson ci
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡClick to seewebofscience_button
⊙ Cited 48 items in WoSClick to see citing articles inrecords_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0