Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory

Abstract

We examine the interaction effects of linguistic style and verification of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specific), verified purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The findings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categories. Variations in the content style of the reviews have minor influences on purchase intention. The presence of a VP badge on a review has a negligible influence on purchase intention across both product categories. Valence-content style and valence-VP badge interactions significantly affect purchase intention. Based on these findings, implications are discussed.

How does platform certification affect the marketing performance of sellers in food e-commerce? Interaction with reputation mechanisms

“…While consumers' reception of platform certification is influenced by a tremendous number of factors, it is generally said that product price is an essential factor influencing consumers' search for quality signals. Consumers have to search and analyze multiple signaling mechanisms in order to identify high-quality sellers and products in the food e-commerce market, which are paying high information costs (Tiwana and Bush, 2014; Kakaria et al ., 2023). In low-price product markets, the information cost of searching and analyzing multiple signaling mechanisms may be greater than the marginal utility of obtaining the information, which can cause consumers to exit the food e-commerce market.…”

“…Overall, platform certification and reputation mechanism can function to ameliorate the lemon problem, and the reason for implementing platform certification is that the reputation mechanism largely fails in the platform governance process. The signaling theory emphasizes that consumers need multiple signals to assist them in making judgments about product quality (Tiwana and Bush, 2014; Kakaria et al ., 2023). Nonetheless, multiple signals governing lemon market issues simultaneously may generate noise and also increase information costs, which can reduce consumers' purchase willingness (He et al ., 2019).…”

Combination of streamers' product description and viewers' comments: moderating effect of streamer–viewer relationship strength

“…The CUT indicates that whether a consumer utilizes particular cues for quality evaluation depends on the availability and effectiveness of the cues (Kakaria et al ., 2023; Olson, 1972). Experiences or evaluations are considered more reliable and have higher predictive value than tangible physical attributes, like color, material, texture and size (Akdeniz et al ., 2013).…”

Helpfulness of online customer reviews for shopping goods and services: The perspective of signalling theory

“…Prior studies emphasised products with a classification between search and experience goods (Dey & Kumar, 2023;Pan & Zhang, 2011;Sun et al, 2019). Search products are easily understood for customers via online search prior purchasing, whereas experience can be more difficult for customers to perceive when purchasing (Kakaria et al, 2023). Sameeni et al (2022) also suggested that different types of products generate more robust conclusions.…”

“…For sellers on e‐commerce sites, online reviews can help consumers in the decision‐making process; however, they are not able to manage these reviews effectively. To help customers obtain quality feedback from the huge number of online reviews, online retailers attempt to use evaluations from consumers to find out how helpful product reviews are (Kakaria et al., 2023). Online review helpfulness , which is defined by whether consumers find a particular product/service review helpful or not, may lead to some value for sellers (e.g.…”