The Good, the Bad, and the Expert: How Consumer Expertise Affects Review Valence Effects on Purchase Intentions in Online Product Reviews

被引：43
|
作者：
Ketelaar, Paul E. [1 ]
Willemsen, Lotte M. [2 ]
Sleven, Laura [3 ]
Kerkhof, Peter [4 ]
机构：
[1] Radboud Univ Nijmegen, Inst Behav Sci, Dept Commun Sci, NL-6525 GD Nijmegen, Netherlands
[2] Univ Amsterdam, Amsterdam Sch Commun Res, NL-1018 WV Amsterdam, Netherlands
[3] Bol Com, NL-3528 BJ Utrecht, Netherlands
[4] Vrije Univ Amsterdam, Dept Commun Sci, Network Inst, NL-1081 HV Amsterdam, Netherlands
来源：
JOURNAL OF COMPUTER-MEDIATED COMMUNICATION | 2015年 / 20卷 / 06期
关键词：
Electronic Word of Mouth; Online Reviews; Negativity Effect; Purchase Intention; Consumer Expertise; WORD-OF-MOUTH; PERCEIVED HELPFULNESS; MODERATING ROLE; IMPACT; COMMUNICATION; INFORMATION; KNOWLEDGE; NEGATIVITY; CREDIBILITY; ATTRIBUTE;
D O I：
10.1111/jcc4.12139
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
This study aims to shed more light on the question whether, and under what circumstances, valence affects consumers' intention to buy a product after reading an online review. We hypothesize that receiver expertise could possibly moderate (a) the impact of review valence on consumers' purchase intentions, and (b) the asymmetric effects of positive and negative reviews. To test these hypotheses, we conducted an experiment, exposing participants (n = 470) to reviews varying in valence (i.e., positive, neutral, negative), with purchase-intention as the dependent variable. The results support the moderating role of receiver expertise for both the influence and weight of review valence effects. This explains the inconsistent results for review valence reported in previous studies.
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页码：649 / 666
页数：18
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