 How Does Star Rating Influence Consumers’ Purchase Intention: The Roles of Brand Image and Rating Volume?Arun Saxena () and
Diptiman Banerji
Chapter Chapter 15 in Digital Economy Post COVID-19 Era, 2023, pp 245-260 from Springer Abstract: Abstract The large volume of consumer reviews is useful for online shoppers trying to evaluate products when shopping. However, a section of shoppers does not have the motivation or the skills to analyze these reviews. Star rating and rating volume provide an easy way to evaluate products, at least in the initial stage of purchase decision-making. This research studied how shoppers perceive rating and volume and the influence of these factors on shoppers’ brand image of the product and purchase intention. The study using experiments evaluated the influence of low and high ratings on brand image and purchase intention, followed by the moderation effect of volume on these relationships. The study found a positive relationship among star rating, brand image, and purchase intention. The moderation effect of volume was significant for rating and brand image relationships alone. Keywords: Star rating; Rating volume; Brand image; Purchase intention; Online shopping; E-commerce (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-99-0197-5_15 Ordering information: This item can be ordered from DOI: 10.1007/978-981-99-0197-5_15 Access Statistics for this chapter More chapters in Springer Proceedings in Business and Economics from Springer |
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