Do consumers still believe what is said in online product reviews? A persuasion knowledge approach

被引：43

作者：

Bambauer-Sachse, Silke ^{[1
]}

Mangold, Sabrina ^{[2
]}

机构：

[1] Univ Fribourg, Dept Business Adm Mkt E 402, Blvd Perolles 90, CH-1700 Fribourg, Switzerland

[2] Univ Fribourg, Dept Business Adm Mkt D 412, CH-1700 Fribourg, Switzerland

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2013年 / 20卷 / 04期

关键词：

Online product reviews; Persuasion knowledge; Source credibility;

D O I：

10.1016/j.jretconser.2013.03.004

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The objective of this paper is to examine the effects of knowledge about manipulated online product reviews on the effectiveness of such reviews in influencing consumers' product evaluations. The results of two empirical studies show that consumers clearly differ with regard to their knowledge that product reviews can be manipulated and that consumers who have such knowledge are less influenced in their product evaluations by reviews, specifically by negative ones. Furthermore, the effects of negative reviews are even weaker when consumers acquire their knowledge through a highly credible source (compared to a less credible source). (C) 2013 Elsevier Ltd. All rights reserved.

引用

页码：373 / 381

页数：9

共 67 条

[1] How prevalent is the negativity effect in consumer environments? [J].