Examining impacts of negative reviews and purchase goals on consumer purchase decision

Fei L. Weisstein, Lei Song, Peter Andersen and Ying Zhu

Journal of Retailing and Consumer Services, 2017, vol. 39, issue C, 201-207

Abstract: Extensive literature has studied the impact of positive online reviews on consumers’ purchase decisions. Research on the role of negative reviews in consumer price perception is heavily under-investigated. This study examines effects of negative reviews on consumer price perception and subsequent purchase behavior while considering the moderating effect of purchase goals. Results from two experiments show that the proportion of negative reviews has stronger negative impacts on purchase decision for consumers with a purchase goal than those without. This research contributes to growing knowledge about negative online reviews and consumer goal literature and offers practical implications for online retailers.

Keywords: Negative online review; Goal orientation; Perceived value; Price perception; Purchase intention (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:39:y:2017:i:c:p:201-207

DOI: 10.1016/j.jretconser.2017.08.015

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