PurposeThe relationship between online reviews and purchase intention has been studied in previous research. However, there was little knowledge about the effect of information quality and the social presence of online reviews on purchase intention based on the stimulus-organism-response (S-O-R) framework. The purpose of this study is to explore the intrinsic relationship between the stimulus (perceived information quality and social presence) generated from online reviews and the response (purchase intention).Design/methodology/approachThis study developed a research model by applying the S-O-R framework to test the proposed hypotheses. A combination of a web-based experiment and an online survey was employed to collect data. Hypotheses were empirically tested using Smart PLS.FindingsThe PLS analysis shows that both perceived information quality and the social presence of online reviews positively affect trust. Moreover, satisfaction with online reviews affects purchase intention, whereas trust has a positive impact on satisfaction, playing a mediating role between two stimuli and satisfaction. Besides, perceived information quality of positive online reviews is found to have a more significant impact on trust, satisfaction and purchase intention.Originality/valueThe results of this study are of great value for expanding both theoretical research and practical applications of online reviews in relation to purchase intention. This study with a new research model reveals the understanding of how the purchase intention will be motivated by online reviews. Meanwhile, the moderating effects and the mediating effects are also discussed.

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Social media has become an online platform for businesses to market products/services and to manage customer relationships. While more and more small businesses have jumped on the bandwagon of social media in recent years, we found that only a limited number of published articles are currently available regarding the decision-making factors for social media adoption by small businesses. To understand why and how small businesses (i.e., small non-manufacturing enterprises) in the U.S. adopt social media, and for which business purposes, we conducted a case study using an approach that combined literature review, interviews, and cross-checking social media sites. In particular, we interviewed 27 small businesses as our cases in a mid-size U.S. city in terms of their social media adoption for business purposes. This study revealed some novel insights and developed a decision support model composed of factors critical to successful social media adoption by small businesses.

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