An examination of the role of review valence and review source in varying consumption contexts on purchase decision

被引：49

作者：

Tata, Sai Vijay ^{[1
]}

Prashar, Sanjeev ^{[2
]}

Gupta, Sumeet ^{[2
]}

机构：

[1] Indian Inst Management Ranchi, 5th Floor,Audrey House Campus,Meurs Rd, Ranchi 834008, Jharkhand, India

[2] Indian Inst Management Raipur, PO Kurru Abhanpur Village Pota Cheria, Naya Raipur, Chhattisgarh, India

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2020年 / 52卷

关键词：

Consumption context; Negativity bias; Online reviews; Review source; Review valence; Social influence theory; WORD-OF-MOUTH; ONLINE CONSUMER REVIEWS; SOCIAL-INFLUENCE; NEGATIVE REVIEWS; IMPACT; PLATFORMS; EWOM; INFORMATION; INTENTIONS; RESPONSES;

D O I：

10.1016/j.jretconser.2019.01.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the influence of Valence and Source of Online Reviews on a customer's attitude and purchase decision in the context of public and private consumption using social influence theory and the concept of negativity bias. The study was conducted using a 2 x 3 x 3 online experiment to examine the influence of review valence (positive vs mixed vs negative), two sources (retailer vs third-party site) in two different consumption contexts (public vs private). The results highlight the role of review valence as well as consumption context on a shopper's decision.

引用

页数：10

共 50 条

[1] THE THEORY OF PLANNED BEHAVIOR [J].