Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory

Shobhit Kakaria, Aline Simonetti and Enrique Bigne ()
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Shobhit Kakaria: University of Valencia
Aline Simonetti: University of Valencia
Enrique Bigne: University of Valencia

Electronic Commerce Research, 2024, vol. 24, issue 4, No 11, 2469-2497

Abstract: Abstract We examine the interaction effects of linguistic style and verification of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specific), verified purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The findings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categories. Variations in the content style of the reviews have minor influences on purchase intention. The presence of a VP badge on a review has a negligible influence on purchase intention across both product categories. Valence-content style and valence-VP badge interactions significantly affect purchase intention. Based on these findings, implications are discussed.

Keywords: E-commerce platforms; Online consumer reviews; Purchase intention; Cue utilization theory; Consumer behavior (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10660-022-09665-2

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