Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour
Floh, A, Koller, Monika, and Zauner, Alexander, (2013) Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour Journal of Marketing Management, forthc.
taking a deeper look.pdf - Accepted version Manuscript
Available under License : See the attached licence file.
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.
|Divisions :||Faculty of Arts and Social Sciences > Surrey Business School|
|Date :||9 April 2013|
|Identification Number :||10.1080/0267257X.2013.776620|
|Additional Information :||Author Posting © Westburn Publishers Ltd, 2013. This is a post-peer-review, pre-copy-edit version of an article which has been accepted for publication in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution.|
|Depositing User :||Symplectic Elements|
|Date Deposited :||19 Apr 2013 10:14|
|Last Modified :||18 Sep 2014 01:36|
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