Online reviews as a pacifying decision-making assistant

Loc Tuan Le, Pham Thi Minh Ly, Nhan Thanh Nguyen and Lobel Trong Thuy Tran

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: Drawing on uses and gratification theory, this article elucidates how consumers capitalize on online reviews for purchase decisions in three markets (Taiwan, Thailand, and Vietnam). Three studies demonstrate this objective. Study 1 considers online reviews as a one-dimensional construct consisting of three behavioral components, including textual comments, contextual images, and star ratings, that had been validated by using reliability and validity analyses. Study 2 employs an ANOVA to analyze how these components relate to different consumer groups in terms of gender, age, and location. Study 3 explores the mediating role of online trust in the online reviews and purchase decision relationship under the moderating effect of the perceived effectiveness of social media platforms. Using a cross-national survey and a two-stage partial least squares analysis, the authors substantiate the proposed relationships and discuss the theoretical and managerial contributions of this research.

Keywords: Online reviews; Online trust; Perceived effectiveness; Purchase intention; Purchase behavior; Use and gratification theory (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003714

DOI: 10.1016/j.jretconser.2021.102805

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