The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involveme...

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Bibliographic Details
Published in:International journal of electronic commerce 2007-07, Vol.11 (4), p.125-148
Main Authors: Park, Do-Hyung, Lee, Jumin, Han, Ingoo
Format: Article
Language:English
Subjects:
Brands
Consumer behavior
Consumer involvement
Consumer motivation
Consumer research
Consumers
Elaboration likelihood model
Electronic commerce
electronic word-of-mouth
Marketing
on-line consumer review
on-line word of mouth
Online shopping
Product information
product review
Purchasing
Studies
Sumer
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Summary:On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involvement with a product moderates these relationships. The study produces three major findings: (1) the quality of on-line reviews has a positive effect on consumers' purchasing intention, (2) purchasing intention increases as the number of reviews increases, and (3) low-involvement consumers are affected by the quantity rather than the quality of reviews, but high-involvement consumers are affected by review quantity mainly when the review quality is high. These findings have implications for on-line sellers in terms of how to manage on-line consumer reviews.
ISSN:1086-4415
1557-9301
DOI:10.2753/JEC1086-4415110405