The Impact of Online User Reviews Quality and Commentators Rank on Consumer Purchasing Intention——The Moderating Role of Product Involvement

Abstract

Abstract: With the rapid development of online shopping,the impact of online reviews on consumer purchasing decisions has attracted broad attention from academia and business. Based on the Elaboration Likelihood Model (ELM) and Hovland's persuasion model, the study explores the impact of online user reviews quality and commentators rank on consumer purchasing intention under different level of product involvement. The results indicate that online user reviews quality and commentators rank have positive effects on consumer purchasing intention, and product involvement plays a moderating role in the above effects; The quality of online user reviews stimulates more positive effect on purchasing intention for consumers with high product involvement, whereas commentators rank stimulates more positive effect on purchasing intention for consumers with low product involvement; Furthermore, in the context of high product involvement, the quality of online user reviews plays more positive effect on purchasing intention than that of commentators rank, whereas in the context of low product involvement, there is no significant difference in the effect of online user reviews quality and commentators rank on purchasing intention.

Key words: online user reviews, quality of online user reviews, commentators rank, product involvement

Zhu Liye, Yuan Denghua, Zhang Jingyi. The Impact of Online User Reviews Quality and Commentators Rank on Consumer Purchasing Intention——The Moderating Role of Product Involvement[J]. , 2017, 29(2): 87-96.

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