Online Reviews: What Drives Consumers to Use Them

Changchit, Chuleeporn; Klaus, Tim; Lonkani, Ravi

doi:10.1080/08874417.2020.1779149

Cited by 19 publications

(29 citation statements)

References 65 publications

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“…Along with increased customer migration to digital marketplaces, online consumer reviews and ratings are becoming more critical to evaluate for firms (Changchit, Klaus, and Lonkani, 2022). Due to the subjective nature of customer experience, the evaluations can be profoundly different for the same product or experience.…”

Section: Discussionmentioning

confidence: 99%

How does the construal level affect consumers’ intention to adopt product ratings and individual reviews?

Cesmeci

Burnaz

2022

bmij

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The study aims to examine how and why consumers’ intention to adopt aggregate review metrics (ARM) (e.g., product ratings) versus individual reviews (IR) (e.g., specific review texts) in an online shopping setting is differentially affected when both types of cues are salient. First, we provide a novel conceptualization of ARM as a “base rate cue” consisting of abstract, aggregated, category-level, and pallid elements; likewise, IR as a “case information cue” consisting of concrete, characteristi, and vivid elements. Construal level theory constitutes the theoretical foundation of this study. The research includes two major studies. First, a list of elements that influence the relative importance of the cue types (i.e., ARM vs IR) on consumer decision-making is compiled using in-depth interviews. Then, a pilot and an experimental study are designed to test our hypothesis. Findings prove that consumers’ intention to adopt IR (ARM) is increased (decreased) when they are in a concrete mind-set. Likewise, consumers’ intention to adopt the ARM (IR) is increased (decreased) when they are in the abstract mind-set. The results contribute to the existing literature on electronic word of mouth (eWOM) and construal level theory, as well as provide novel insights for managers as to the prioritization of cue types in line with the mental construal of consumers.

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Section: Discussionmentioning

confidence: 99%

How does the construal level affect consumers’ intention to adopt product ratings and individual reviews?

Cesmeci

Burnaz

2022

bmij

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“…These findings supported the application of TAM and confirm the results of some of the earlier studies that utilised this model to examine users' acceptance of new technology. Likewise, it was observed that "perceived ease of use" and "perceived usefulness" are the predictors of attitude, which, in turn, influenced shoppers' behavioural intention (Assaker, 2020;Chuleeporn et al, 2020;Hern andez et al, 2010;Smith et al, 2013). However, none of the earlier studies has examined this model in the context of shoppers' intention to write reviews.…”

Section: Discussion and Theoretical Implicationsmentioning

confidence: 99%

“…Assaker (2020) observed the influence of ease of use on male consumers' intention to use online reviews. Similarly, Chuleeporn et al (2020) stated that the ease of use of a review system helps people to employ online reviews.…”

Section: Literature Review and Hypotheses Formulationmentioning

confidence: 99%

Intention to write reviews: influence of personality traits, attitude and motivational factors

Vijay

Prashar

Parsad

2021

JSIT

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Purpose The growth in online shopping activities has made online reviews a useful information source for customers. At the same time, the number of shoppers sharing their experiences through reviews has also increased. Not enough research has been undertaken in the past to examine a comprehensive set of factors that influence review posting behaviour. Further, the influence of personality traits on such behaviour is mostly unexplored. The study aims to examine the impact of the system’s usefulness and ease of use, along with shoppers’ motivation for writing reviews, namely, rewards and associated costs. Design/methodology/approach Using the 3 M model of personality traits, this paper examined the impact of these personality traits on customers’ intent towards writing online reviews. A detailed review of the literature was undertaken to ascertain the pertinent factors, and the corresponding validated scales were obtained. The primary data was collected using an offline survey method, and 275 valid responses were recorded. The hypotheses were investigated through structural equation modelling on analysis of a moment structures 22.0. Findings The study observed the significant effects of both ease of use and usefulness, on shoppers’ attitude. This favourable attitude was further found to have a positive effect on shoppers’ intention to write reviews. Of the eight personality traits as predictors of shoppers’ intention to provide reviews, three (neuroticism, agreeableness and openness) were observed to be significant predictors. It was noted that intrinsic rewards influenced shoppers’ intention. Conversely, extrinsic rewards were found to be insignificant in influencing shoppers’ intention. Costs had a significant negative impact on the intention to write reviews. Practical implications The study presents theoretical and managerial implications. This paper suggests that for writing online reviews, the customers must perceive the review system to be simple, convenient and easy to use. It is pertinent for them to comprehend the usefulness of such reviews. Electronic retailers must highlight how the reviews are read and considered in making buying decisions. They must develop a system that enables the review writers to know the number of shoppers who have purchased the product after reading a particular review. E-retailers must strategize to highlight the intrinsic rewards available for shoppers to motivate them. Originality/value The present study examines the factors that motivate and influence shoppers to write online reviews. Using the conceptual framework of technology acceptance model, the self-determination theory and the 3 M framework of personality traits, the study investigates the factors that motivate shoppers to write reviews. The most significant aspect of the present study is the inclusion of eight personality traits for deciphering the relationship between personality traits and the intention to write reviews.

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“…Therefore, culture is a collective phenomenon as it is shared among people living in the same social environment. Factors determining culture can influence intention to use information technology, such as collectivism/individualism and masculinity/femininity (Hofstede, 1984;Changchit et al, 2020). Consumers from individualistic cultures have a greater tolerance for risk and a higher propensity towards online transactions than those from collectivist cultures.…”

Section: Consumer Reviews In Vietnammentioning

confidence: 99%

“…Studies show that perceived online review credibility can influence a consumer's buying decision process (Duan et al, 2008). Furthermore, perceived online review credibility is most likely to influence consumers' intention to use online reviews (Changchit et al, 2020). Note that credibility reviews are emphasized in both traditional and e-commerce environments (Jayathilake & Sedera, 2021).…”

Section: Research Model and Hypothesesmentioning

confidence: 99%

Factors Influencing Intention to Use Online Consumer Reviews

Pham

Klaus

Changchit

2023

Journal of Global Information Management

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Online consumer reviews have been shown to play an important role that can influence consumers' attitudes, behaviors, and purchasing decisions. This study seeks to understand factors that affect user intention to use online consumer reviews. To examine this area, this paper theorizes multiple constructs that may influence intention to use. The subjects in this study were 466 online Vietnamese consumers. The data were analyzed using structural equation modeling, and five of the seven hypotheses were found to be significant. This study found several results not found in prior studies. The construct perceived online review importance is found to be important in influencing intention to use online reviews. Both perceived usefulness and perceived credibility influenced consumers' perceptions on the importance of online reviews. The study findings contribute to the research field of online consumer reviews and provide new insights into intention to use online consumer reviews for a developing country, different from prior studies that have focused on developed countries.

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Online Reviews: What Drives Consumers to Use Them

Cited by 19 publications

References 65 publications

How does the construal level affect consumers’ intention to adopt product ratings and individual reviews?

How does the construal level affect consumers’ intention to adopt product ratings and individual reviews?

Intention to write reviews: influence of personality traits, attitude and motivational factors

Factors Influencing Intention to Use Online Consumer Reviews

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