How do online reviews affect purchasing intention

  title={How do online reviews affect purchasing intention},
  author={Sheng-Hsien Lee},
  journal={African Journal of Business Management},
  • Sheng-Hsien Lee
  • Published 31 October 2009
  • Business
  • African Journal of Business Management
Online reviews are widely used in recent years but scarcely researched. This study adopts the Elaboration Likelihood Model (ELM) to explore the effects of online reviews. Two hundred and fifty eight undergraduates expressed their attitudes about a product in an online experimental study. Four findings emerged from the results. First, the argument quality of online reviews has a positive effect on the purchasing intention of online shoppers. Second, the review quantity positively affects the… 

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