 The impact of online review variance of new products on consumer adoption intentionsYuanyuan Wu, Tianjiao Liu, Lefa Teng, Hui Zhang and Chenxin Xie Journal of Business Research, 2021, vol. 136, issue C, 209-218 Abstract: Contributing to the literature on online review variance, we investigate consumer adoption intentions in three studies looking at various perspectives regarding new products. Study 1 demonstrates that really new products (RNPs) with low review variance lead to higher adoption intentions, while incrementally new products (INPs) with high review variance lead to higher adoption intentions. Study 2 shows that risk perceptions and uniqueness perceptions are the mechanisms underlying the interaction effect between product newness and online review variance. Study 3 considers cultural values to explore the premise’s boundary, finding that indulgent consumers tend to prefer INPs with high variance reviews while restrained consumers are more likely to adopt RNPs with low variance. These findings offer theoretical and managerial implications for managing the online review variance of new products. Keywords: Online review variance; Product newness; Cultural values; Consumer adoption intentions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:136:y:2021:i:c:p:209-218 DOI: 10.1016/j.jbusres.2021.07.014 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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