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An examination of the role of review valence and review source in varying consumption contexts on purchase decision

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  • Tata, Sai Vijay
  • Prashar, Sanjeev
  • Gupta, Sumeet

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.

Suggested Citation

  • Tata, Sai Vijay & Prashar, Sanjeev & Gupta, Sumeet, 2020. "An examination of the role of review valence and review source in varying consumption contexts on purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918304879
    DOI: 10.1016/j.jretconser.2019.01.003
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    2. Kim, Taeyong & Hwang, Seungsoo & Kim, Minkyung, 2022. "Text analysis of online customer reviews for products in the FCB quadrants: Procedure, outcomes, and implications," Journal of Business Research, Elsevier, vol. 150(C), pages 676-689.
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    8. Raoofpanah, Iman & Zamudio, César & Groening, Christopher, 2023. "Review reader segmentation based on the heterogeneous impacts of review and reviewer attributes on review helpfulness: A study involving ZIP code data," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Eunsuk Sung & Won Young Chung & Daeho Lee, 2023. "Factors that affect consumer trust in product quality: a focus on online reviews and shopping platforms," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    10. Andrea Wrabel & Alexander Kupfer & Steffen Zimmermann, 2022. "Being Informed or Getting the Product?," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(5), pages 575-592, October.
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