Reviewers’ Identity Cues in Online Product Reviews and Consumers’ Purchase Intention

Abstract

This research performs three experiments to investigate the influence mechanisms of identity cues in product reviews on consumers’ purchase intention, and to examine the effects of reference groups. The results indicate that: (1) identity cues in positive reviews have a significant positive impact on consumers’ purchase intention, while identity cues in negative reviews have a significant negative impact on consumers’ purchase intention; in addition, identity cues play a greater role in amplifying the impact of negative reviews on purchase intention; (2) emotional social support has a mediating role in the relationship between reviewers’ identity cues and purchase intention, while informational social support and review credibility only play significant mediating roles under all positive reviews scenario; and (3) identity cues of dissociative groups have a negative impact on purchase intention, whereas identity cues of in-groups or aspirational groups have a positive impact on the purchase intention. These findings complement existing research on online reviews and offer insights into the management and strategic oversight of product reviews for e-commerce platforms and merchants.

The impact of financial scarcity on green consumption: Sequential mediating effects of anxiety and self‐efficacy

“…In this study, social support refers to the help consumers receive from interpersonal relationships (e.g., family and friends) or other groups (J. Li & Liang, 2022; Zimet et al, 1988). Available literature proves that social support significantly affects consumer behavior (e.g., Bacharach et al, 2010; Xu et al, 2015; Yahia et al, 2018; D. H. Zhu et al, 2016).…”

“…Available literature proves that social support significantly affects consumer behavior (e.g., Bacharach et al, 2010; Xu et al, 2015; Yahia et al, 2018; D. H. Zhu et al, 2016). For instance, social support positively affects consumer trust (Yahia et al, 2018), consumer satisfaction (D. H. Zhu et al, 2016), and purchase intention (J. Li & Liang, 2022). Besides, social support is considered one of the influencing factors of green consumption (see Nair & Little, 2016 for a review).…”

“…Li & Liang, 2022;Zimet et al, 1988). Available literature proves that social support significantly affects consumer behavior (e.g., Bacharach et al, 2010;Xu et al, 2015;Yahia et al, 2018;D.…”

How Do Review Party's Identity Cues Influence Consumers' Online Review Adoption Intention?

“…Fortunately, the information of the reviewers (reviewer's identity cues) comes to the consumers' aid. Previous studies have found that reviewers' identity cues significantly correlate to consumers' purchase intentions based on the polarity of the review (Li and Liang, 2021). Additionally when the reviewers are experts or disclose their identity, their reviews are more likely to be helpful (Filieri et al, 2019).…”

Estrategias digitales que se relacionan con la intención de compra de prendas de moda en Lima

“…También, al migrar abruptamente al método de compra online, los consumidores tienen en cuenta aspectos que pueden reducir al mínimo la intención de compra debido a esto surgen las reseña negativa en línea (Rifki & Pragita, 2019). Respecto a las reseñas del consumidor en los lugares de compras online, últimas investigaciones indican que las reseñas negativas y las reseñas de personas conocidas por el consumidor tienen un impacto en la intención de compra incluyendo a productos o marcas populares, por lo que las empresas las deben de tener muy en cuenta (Li & Liang, 2022).…”