DOI: 10.5176/2251-2098_EMG16.14

Authors: Tao Jiang, Yeyi Liu, Andyka Dimas Agassi

Abstract: Online product reviews has become an important source of information for consumers to make purchase decisions, especially in emerging market due to the limited available information on the market. This study aims to gain insight the effect of product type, involvement, and sponsorship and their interaction on consumers’ attitude towards and trust on product reviews, as well as their purchase intention on the reviewed products. This study implements a 2 x 2 x 2 experimental design and gathers 181 valid samples. The key findings show that product type has significant positive influence on consumer responses, and the effect is moderated by involvement. Surprisingly, sponsorship does not influence consumers’ responses to online reviews. This study extends the existing knowledge to an emerging market and provides interesting insights. The managerial and theoretical implications are discussed.

Keywords: attitude; product review; sponsorship; involvement; sesrach goods; experience goods; attitude

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