The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement

On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involvement with a product moderates these relationships. The study produces three major findings: (1) the quality of on-line reviews has a positive effect on consumers' purchasing intention, (2) purchasing intention increases as the number of reviews increases, and (3) low-involvement consumers are affected by the quantity rather than the quality of reviews, but high-involvement consumers are affected by review quantity mainly when the review quality is high. These findings have implications for on-line sellers in terms of how to manage on-line consumer reviews.
Publisher
M E SHARPE INC
Issue Date
2007
Language
ENG
Keywords

WORD-OF-MOUTH; PERIPHERAL ROUTES; PERSUASION; INFORMATION; QUALITY; MOTIVATION; BEHAVIOR; MESSAGE; ADS

Citation

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, v.11, no.4, pp.125 - 148

ISSN
1086-4415
DOI
10.2753/JEC1086-4415110405
URI
http://hdl.handle.net/10203/3662
Appears in Collection
KGSF-Journal Papers(저널논문)
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