Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

被引：74

作者：

Floh, Arne ^{[1
]}

Koller, Monika ^{[2
]}

Zauner, Alexander ^{[3
]}

机构：

[1] Univ Surrey, Surrey Business Sch, Mkt, Guildford, Surrey, England

[2] Univ Innsbruck, Dept Strateg Management Mkt & Tourism, Innsbruck, Austria

[3] Vienna Univ Econ & Business, WU Vienna, Vienna, Austria

来源：

JOURNAL OF MARKETING MANAGEMENT | 2013年 / 29卷 / 5-6期

关键词：

electronic word of mouth; online reviews; valence intensity; online experiment;

D O I：

10.1080/0267257X.2013.776620

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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 consumption-related experiences by offering strong arguments that will convince other customers.

引用

页码：646 / 670

页数：25

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