An examination of the role of review valence and review source in varying consumption contexts on purchase decision. (January 2020)

• Record Type: Journal Article
• Authors: Tata, Sai Vijay; Prashar, Sanjeev; Gupta, Sumeet
• Is Part Of: Journal of retailing and consumer services. Volume 52(2020)
• Publication Date: 2020-01
• Subjects: Consumption context -- Negativity bias -- Online reviews -- Review source -- Review valence -- Social influence theory; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.01.003
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This study examines the influence of Valence and Source of Online Reviews on a customer's attitude and purchase decision in the context of public and private consumption using social influence theory and the concept of negativity bias. The study was conducted using a 2 × 3 × 3 online experiment to examine the influence of review valence (positive vs mixed vs negative), two sources (retailer vs third-party site) in two different consumption contexts (public vs private). The results highlight the role of review valence as well as consumption context on a shopper's decision.