Abstract
Online reviews are a prevalent practice in the digital space to disseminate and acquire information about products and services which has immense effects on consumers’ decision making. The study aims to measure the direct and the interaction effects of the two review attributes of online reviews: review content and review authenticity during the pre-purchase stage on subsequent purchase intention. We conduct a between-subject 2 × 2 experimental online study with 251 participants manipulating review authenticity (verified vs unverified) and review content (general vs specific). While consumers often use online reviews for choosing experiential as well as material products, the present study results show a differential impact of review content and review authenticity on the product type. Results displayed a significant effect of review authenticity and review content on self-reported purchase intention for material product. However, we could not find a similar effect for experiential product. The results showed no interaction effect between review authenticity and review content.
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Acknowledgements
The authors gratefully acknowledge the financial support of Rhumbo (European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie Grant Agreement No 813234).
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Kakaria, S., Simonetti, A., Bigné, E. (2020). Perceived Usefulness of e-WOM Attributes on Buyer’s Choice. In: Stephanidis, C., Antona, M., Ntoa, S. (eds) HCI International 2020 – Late Breaking Posters. HCII 2020. Communications in Computer and Information Science, vol 1293. Springer, Cham. https://doi.org/10.1007/978-3-030-60700-5_50
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DOI: https://doi.org/10.1007/978-3-030-60700-5_50
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