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  • The Effect of On-Line Consumer Reviews On Consumer

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    Consumer online reviews have a significant impact on consumer purchasing intentions, especially for products that consumers are highly involved with or interested in. A 2007 study examined the moderating role of involvement in the relationship between online reviews and purchase intentions. The study found that positive reviews increase purchase intentions more for products of high involvement compared to low involvement. Negative reviews had a greater deterrent effect on purchase intentions for high involvement products versus low involvement products.

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    Consumer online reviews have a significant impact on consumer purchasing intentions, especially for products that consumers are highly involved with or interested in. A 2007 study examined the moderating role of involvement in the relationship between online reviews and purchase intentions. The study found that positive reviews increase purchase intentions more for products of high involvement compared to low involvement. Negative reviews had a greater deterrent effect on purchase intentions for high involvement products versus low involvement products.

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    16 views2 pages

    The Effect of On-Line Consumer Reviews On Consumer

    Uploaded by

    lok esh
    Consumer online reviews have a significant impact on consumer purchasing intentions, especially for products that consumers are highly involved with or interested in. A 2007 study examined the moderating role of involvement in the relationship between online reviews and purchase intentions. The study found that positive reviews increase purchase intentions more for products of high involvement compared to low involvement. Negative reviews had a greater deterrent effect on purchase intentions for high involvement products versus low involvement products.

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    See discussions, stats, and author profiles for this publication at: https://www.researchgate.

    net/publication/247887168

    The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention:


    The Moderating Role of Involvement

    Article  in  International Journal of Electronic Commerce · July 2007


    DOI: 10.2753/JEC1086-4415110405

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    3 authors, including:

    Jumin Lee Ingoo Han


    Kyung Hee Cyber University Korea Advanced Institute of Science and Technology
    13 PUBLICATIONS   2,002 CITATIONS    117 PUBLICATIONS   7,979 CITATIONS   

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    All content following this page was uploaded by Jumin Lee on 17 July 2014.

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