کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017337 940298 2015 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
How consumer reviews persuade through narratives
ترجمه فارسی عنوان
چگونه بررسی مصرف کنندگان را از طریق روایت ها متقاعد می کند
کلمات کلیدی
حمل و نقل، تعامل روایت، تضمین بررسی های مصرف کننده، فرمت مرور
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

Consumers often read online consumer reviews before making a purchase decision. The format of these reviews (i.e., more information-based vs. more story-based) varies. The current research examines how story-based online consumer reviews influence attitudes toward the reviewed product through a framework of narrative persuasion. The current work features an additional proposed process beyond what is captured by current conceptualizations of narrative engagement. Two studies demonstrate that reviews with a more story-like format lead to higher levels of transportation into the review, which lead to higher levels of reflection on the message, and ultimately influence behavioral intent. The present work also examines how product type and review valence influence transportation and reflection in distinct ways, providing additional evidence for the role of both mechanisms as distinct processes in narrative persuasion.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 6, June 2015, Pages 1242–1250
نویسندگان
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