Reading Consumer Reviews to Confirm My Expectations: The Accelerated Impact of Confirmation under Extreme Review Tones

Abstract

This study examines how the initially perceived product value affects a consumer’s purchase intention after he/she reads various tones of online reviews. It proposes that the associations among the initially perceived product value, the level of confirmation made by reading reviews and final purchase intention would differ across review tones that; 1) when… (More)

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