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Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory

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  • Shobhit Kakaria

    (University of Valencia)

  • Aline Simonetti

    (University of Valencia)

  • Enrique Bigne

    (University of Valencia)

Abstract

We examine the interaction effects of linguistic style and verification of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specific), verified purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The findings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categories. Variations in the content style of the reviews have minor influences on purchase intention. The presence of a VP badge on a review has a negligible influence on purchase intention across both product categories. Valence-content style and valence-VP badge interactions significantly affect purchase intention. Based on these findings, implications are discussed.

Suggested Citation

  • Shobhit Kakaria & Aline Simonetti & Enrique Bigne, 2024. "Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory," Electronic Commerce Research, Springer, vol. 24(4), pages 2469-2497, December.
    • Handle: RePEc:spr:elcore:v:24:y:2024:i:4:d:10.1007_s10660-022-09665-2
    DOI: 10.1007/s10660-022-09665-2
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