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The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

Do-Hyung Park, Jumin Lee and Ingoo Han
International Journal of Electronic Commerce
Vol. 11, No. 4 (Summer, 2007), pp. 125-148
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/27751234
Page Count: 24
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The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement
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Abstract

On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involvement with a product moderates these relationships. The study produces three major findings: (1) the quality of on-line reviews has a positive effect on consumers' purchasing intention, (2) purchasing intention increases as the number of reviews increases, and (3) low-involvement consumers are affected by the quantity rather than the quality of reviews, but high-involvement consumers are affected by review quantity mainly when the review quality is high. These findings have implications for on-line sellers in terms of how to manage on-line consumer reviews.

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