The Effect of Online Review Configurations, Prices, and Personality on Online Purchase Decisions: A Study of Online Review Profiles on eBay

Abstract

Online reviews have been studied extensively because of their impact on online consumers' purchase decisions. Little attention, however, has been paid to consumers' perceptions of online review configurations. This study examines how a consumer's purchase decision is affected by online review configurations. Additionally, researchers analyze whether the purchase decision is affected by price level and personality. Results illustrate that a consumer's purchase decision is affected by the number of reviews only when price level is high. In terms of personality, openness significantly predicts purchase decision when price level is high, whereas neuroticism affects purchase decision when price level is low.

How buyers perceive the credibility of advisors in online marketplace: review balance, review count and misattribution

“…This result is in line with psychological studies [45], suggesting that mixed positive and negative reviews could enhance buyers favorable judgement towards a target (a seller, a product or an advisor). The finding is also supported by data mining studies, which treat advisors with all negative reviews as unusual cases with low trustworthiness [30,31,34,58,59]. An unexpected result in study 1 is that perceived expertise does not decrease linearly when review balance ranges from extremely negative to extremely positive.…”

“…The history of experience facilitates the accumulation of knowledge and thus increases the validity of knowledge-based attribution [31]. Compared to static characteristics (e.g., gender, location), buyers are able to make rational credibility judgment as they obtain greater knowledge from the review history.…”

Analyzing Dynamic Change in Customer Requirements: An Approach Using Review-Based Kano Analysis

“…Especially, the analysis of customer review is a critical process to the firm, since it allows firms to understand how customers feel about their products in a continuous manner, and to adapt their offerings to customer preferences [7]. This is especially important in an e-commerce environment where many customers make purchasing decisions after reading relevant reviews [12].…”

“…Online review data could be considered to be an important and prominent data source to analyze both customer requirements and customer satisfaction, since business trends have changed from offline to online [10]. More importantly, customer reviews can strongly be considered to be a proxy for customer surveys, since customers write reviews voluntarily when they have experienced services or products [12]. In particular, the review-based approach can save the time and effort required by the traditional survey- …”

“…Customer reviews can be considered as an excellent source to reflect both customer requirements and customer satisfaction, together with the business changes from offline to online [11]. They have been extensively used in practice, especially in many e-commerce environments [12]. They are also very trustworthy data since customers write their opinions or feelings voluntarily after using the products or services [13].…”