This study seeks to understand online product review perception based on ratings, valence, and need for cognition. Review perception, review recollection, and intent to purchase after reading the reviews were being measured. Results showed that need for cognition had an effect on accuracy of review recognition and perceived review valence. Need for cognition and congruency (between rating of the review and valence of the review), as well as actual valence had an effect on perceived valence. Need for cognition, actual review valence, and review congruency all had an effect on purchase intention.
Get full access to this article
View all access options for this article.
References
1.
ChevalierJ.A.MayzlinD. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), 345-354. http://doi.org/10.1509/jmkr.43.3.345
2.
ChuaA. K.BanerjeeS. (2016). Helpfulness of user-generated reviews as a function of review sentiment, product type and information quality. Computers in Human Behavior, 54, 547-554. doi:10.1016/j.chb.2015.08.057
3.
ClemonsE.K.GaoG.G.HittL.M. (2006). When online reviews meet a study of the hyperdifferentiation: Craft beer industry. Journal of Management Information Systems, 23(2), 149-171. http://doi.org/10.2753/MIS0742-1222230207
LinC.LeeS.HorngD. (2011). The effects of online reviews on purchasing intention: the moderating role of need for cognition. Social Behavior and Personality, 39(2), 71-82.
6.
LiuZ.ParkS. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140-151. doi:10.1016/j.tourman.2014.09.020
7.
MaslowskaE.MalthouseE.C.BernritterS.F. (2017). Too good to be true: the role of online reviews’ features in probability to buy. International Journal of Advertising, 36(1), 142-163. doi:10.1080/02650487.2016.1195622
8.
PangJ.QiuL. (2016). Effect of online review chunking on product attitude: The moderating role of motivation to think. International Journal of Electronic Commerce, 20(3), 355-383, doi: 10.1080/10864415.2016.1121763
9.
ParkD.LeeD. (2008). eWOM Overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386–398. http://doi.org/10.1016/j.elerap.2007.11.004
10.
PentinaI.BaileyA.A.ZhangL. (2015). Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions. Journal of Marketing Communications, 1-21. doi:10.1080/13527266.2015.1005115
11.
SalehanK.KimD. J. (2016). Predicting the performance of online consumer reviews: a sentiment mining approach to big data analytics. Decision Support Systems, 81, 30-40.
12.
TsangA. S. L.PenderghastG. (2009). Is a “star” worth a thousand words?”: The interplay between product-review texts and rating valences. European Journal of Marketing, 43(11/12), 1269-1280.
13.
XuQ. (2014). Should I trust him? The effects of reviewer profile characteristics on eWOM credibility. Computers in Human Behavior, 33, 136-144.
14.
ZhangY.BudaR. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 28(2).
