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

Floh, Arne, Koller, M and Zauner, A (2013) Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour Journal of Marketing Management, 29 (5-6). pp. 646-670.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Date : 9 April 2013
Identification Number : 10.1080/0267257X.2013.776620
Copyright Disclaimer : This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 9 April 2009, available online:
Depositing User : Symplectic Elements
Date Deposited : 19 Apr 2013 10:14
Last Modified : 16 Aug 2017 13:14

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