Understanding the effects of different review features on purchase probability

Su Jung Kim, Ewa Maslowska, Edward C. Malthouse

Research output: Contribution to journalArticle

Abstract

The role of electronic word-of-mouth (eWOM) has been recognized by marketers and academics, but little research has examined the impact of eWOM on purchase behavior. Building on dual-process models of persuasion, this study aims to disentangle the effect of different online review features (i.e. argument quality, review valence, review helpfulness, message sidedness, source credibility and reviewer recommendation). Using product reviews and purchase data from an online retailer website, we investigate the financial impact of online product reviews on purchase decisions. The results demonstrate the persuasive power of different review features that are derived from dual-process models of information processing. Managerial implications on how advertisers and companies should design and manage online product reviews are offered.

Original languageEnglish (US)
Pages (from-to)29-53
Number of pages25
JournalInternational Journal of Advertising
Volume37
Issue number1
DOIs
StatePublished - Jan 2 2018
Externally publishedYes

Keywords

  • dual-process model
  • eWOM
  • heuristic-systematic model
  • online product reviews
  • purchase behavior

ASJC Scopus subject areas

  • Communication
  • Marketing

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