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How Online Consumer Reviews Influence Purchase Intention in Virtual Communities?

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  • Yi-Fen Chen

    (Department of International Business, Chung Yuan Christian University, Chung Li, Taiwan)

  • Chia-Wen Tsai

    (Department of Information Management, Ming Chuan University, Taoyuan, Taiwan)

  • Shih-Mei Hsu

    (Department of International Business, Chung Yuan Christian University, Chung Li, Taiwan)

Abstract

With the growing availability and popularity of Web-based opinion platforms, online product reviews are now an emerging market phenomenon that is playing an important role in consumer purchasing decisions. This study investigates the influence of electronic Word-of-Mouth (eWOM) on purchase intention in the virtual community. The authors conducted a 2x2x2x2 online experiment involving 261 subjects. The experiment results demonstrate that message number and positive messages in the virtual community can influence consumer purchase intention. Product price and the involvement moderate the effects of eWOM on purchase intention. However, negative messages are negatively related to purchase intentions. This finding offers potential for finding better ways for sellers or managers in a virtual community. Finally, the conclusion presents implications, limitations, and directions for future research.

Suggested Citation

  • Yi-Fen Chen & Chia-Wen Tsai & Shih-Mei Hsu, 2014. "How Online Consumer Reviews Influence Purchase Intention in Virtual Communities?," International Journal of Innovation in the Digital Economy (IJIDE), IGI Global, vol. 5(3), pages 40-50, July.
    • Handle: RePEc:igg:jide00:v:5:y:2014:i:3:p:40-50
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