کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5109673 | 1377717 | 2016 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
As a form of word of mouth (WOM), online reviews are used to reduce uncertainty about service or product quality and to direct consumer attitudes and behavior through the valence of the review. However, because the communication partner is anonymous, there is a degree of uncertainty regarding whether the review is trustworthy. This paper considers the moderating effect of review trustworthiness on the relationship between review valence and purchase intention. It takes into account the availability of review argumentation and review skepticism as a result of prior persuasion experience as influences on review trustworthiness. Specifically, two scenario-based experiments are used. The results show that trustworthy reviews influence purchase intention in the same direction as review valence. However, untrustworthy reviews cause a “boomerang effect,” so that positive reviews decrease and negative reviews increase purchase intention as a result of reactant behavior. The results are discussed, and practical implications for companies are suggested.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 12, December 2016, Pages 5993-6001
Journal: Journal of Business Research - Volume 69, Issue 12, December 2016, Pages 5993-6001
نویسندگان
Thomas Reimer, Martin Benkenstein,