Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising

Byun, Kyung‐Ah; Ma, Mingguo; Kim, Kevin; Kang, Taeghyun

doi:10.1016/j.intmar.2021.01.003

Cited by 39 publications

(14 citation statements)

References 79 publications

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“…Therefore, the discrepancy in the valence of online reviews (from previous beliefs) and inconsistencies between positive and negative views will interfere with consumers' acceptance of online information (Reimer and Benkenstein, 2016). Consequently, review valence is vital in determining review diagnosticity (Byun et al, 2021), as it generates different interpretations and attributions from consumers (Qiu et al, 2012). It is also important to acknowledge that, in seeking to comply with social norms, people tend to give positive comments and reviews about others, making positive comments less informative and less reliable relative to negative reviews (Qiu et al, 2012).…”

Section: Online Review Valencementioning

confidence: 99%

“…Online review diagnosticity refers to the adequacy of information provided in the review in facilitating the generation of solutions for a task (Qiu et al, 2012). In extant research, online review diagnosticity is often equated with the reliability of the review in distinguishing product alternatives (Byun et al, 2021). The cue-diagnosticity theory advocates that consumers are exposed to various cues in the shopping process, including advertisements, prices and online reviews.…”

Section: Online Review Diagnosticitymentioning

confidence: 99%

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Webrooming as the new retail experience: a smart-shopping perspective

Chuah

2023

IJRDM

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PurposeWebrooming (i.e. searching information online and making the final purchase in a physical store) has become a popular shopping practice, but remains insufficiently studied. To address this, a research framework encompassing online and offline channel attributes (i.e. online review diagnosticity, online search convenience, expected price loss, offline purchase effort and offline after-sales service convenience), consumer traits (i.e. anticipated regret) and shopping experience (i.e. smart-shopping perception) as determinants of webrooming continuance intention is proposed.Design/methodology/approachThe proposed model was validated by conducting a questionnaire-based survey that yielded 354 useable responses. The data was subjected to partial least squares structural equation modelling and importance-performance map analysis.FindingsAccording to the obtained results, online review diagnosticity, offline after-sales service convenience and anticipated regret are the vital antecedents of webrooming continuance intention, while smart-shopping perception acts as the mediator.Originality/valueThe current study adds significantly to the body of knowledge about webrooming by validating the inter-relationships between online review diagnosticity, after-sales service convenience, anticipated regret, smart-shopping perception and webrooming continuance intention.

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Section: Online Review Valencementioning

confidence: 99%

Section: Online Review Diagnosticitymentioning

confidence: 99%

Webrooming as the new retail experience: a smart-shopping perspective

Chuah

2023

IJRDM

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“…Broadcasters also issue timely responses to consumers, providing them with highly personalized product recommendations, guidance and services (Sun et al , 2019). Consumers’ assessments of the level of information provided by marketers influence their purchase decisions (Byun et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding consumers’ live-streaming shopping from a benefit–risk perspective

Chen

Zhang

2023

JSM

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Purpose The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions. Design/methodology/approach The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS. Findings The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty. Originality/value The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.

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“…Regarding the impact of consistency across review information, the prior literature shows that a set of review information that varies in terms of valence (Park and Jun, 2018;Zhang et al, 2014), breadth of information (Qiu et al, 2012;Xu, 2021) or review source (Byun et al, 2021) can influence customers' perceptions of how helpful (Yin et al, 2016) or credible (Qiu et al, 2012) the reviews are. For instance, Purnawirawan et al (2012) found that customers tend to consider reviews more useful when there is consistency across the valence of review ratings.…”

Section: 2mentioning

confidence: 99%

“…, 2014), breadth of information (Qiu et al. , 2012; Xu, 2021) or review source (Byun et al. , 2021) can influence customers' perceptions of how helpful (Yin et al.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Bringing culture into the picture: cross-cultural differences in online customer reviews

Kim

Lee

Yoon

2022

IMR

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PurposePrior literature on online customer reviews (OCRs) suggests that individuals are socially influenced by information shared by others. Given that the online environment brings together users from different cultures, understanding how users differ in their processing and generation of OCRs across cultures is imperative. Specifically, this paper explores how cross-cultural differences influence OCR generation when there are inconsistencies between recent and overall review ratings.Design/methodology/approachThe authors employ an empirical study and an experimental approach to test the predictions. For the empirical study (Study 1), the authors collected and analyzed actual review data from an online hotel review platform, Booking.com. This was followed by an experimental study (Study 2) in which the authors manipulated the thinking style represented by each cultural orientation to further explain how and why cross-cultural differences exist.FindingsThe results show that compared with the review ratings of users from collectivist cultures, those of users from individualistic cultures are more likely to follow recent review ratings. Based on the experimental study, the authors further find that such cross-cultural differences in OCR generation are driven by differences in thinking style.Originality/valueThis research extends the literature by demonstrating the cross-cultural differences in individuals' herding tendencies in OCR generation. The authors also add to the literature by showing in which direction OCR herding occurs when there is a discrepancy between overall and recent review ratings. From a managerial perspective, the findings provide guidelines for online platforms serving the global market on predicting customers' OCR generation and constructing appropriate response strategies.

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Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising

Cited by 39 publications

References 79 publications

Webrooming as the new retail experience: a smart-shopping perspective

Webrooming as the new retail experience: a smart-shopping perspective

Understanding consumers’ live-streaming shopping from a benefit–risk perspective

Bringing culture into the picture: cross-cultural differences in online customer reviews

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