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.KEY WORDS AND PHRASES: Consumer involvement, elaboration likelihood model, electronic word-of-mouth, on-line consumer review, on-line word of mouth, product review.

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Purpose -With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective. Design/methodology/approach -The data for this study are obtained from a two-way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions. Findings -The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers' purchase intentions influenced by OCRs are more favorable than those influenced by OEAs. Originality/value -This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this study could aid in the development of an e-commerce strategy using OCRs.