Access the full text.
Sign up today, get DeepDyve free for 14 days.
The purpose of this study is to explore the antecedents of consumers’ online review intention in e-commerce platforms from a unique perspective of consumer commitment and platform design. Meanwhile, for the dual-platform strategy, i.e. providing both the web and mobile platforms simultaneously, which is widely adopted in the industry but lacks theoretical concerns, this study aims to examine the differences that platform design influences consumer commitment, consequently contributing to online review intention, between the web and mobile contexts.Design/methodology/approachA cross-sectional online survey is employed, and a structural equation model-based approach is utilized to analyze the data collected from both the website-preferred consumers (N = 167) and the mobile app-preferred consumers (N = 247).FindingsThe results indicate that instrumental support design factors and socio-emotional support factors positively influence consumer commitment, which further affect online review intention positively. Furthermore, design factors in different use contexts generate different impacts, and consumer commitment generates a greater effect on online review intention in the mobile than in the web context. Empathy is found to be an important motivator of consumer commitment in both contexts.Originality/valueTo the best of the authors’ knowledge, as one of the first attempts to capture the differences in the relationship between platform design on consumer commitment and online review intention in different use contexts within the dual-platform e-commerce, this study provides insights for e-commerce platform managers and designers to promote consumer commitment and online review engagement by prioritizing the platform design.
Internet Research – Emerald Publishing
Published: Sep 7, 2022
Keywords: Online shopping; Social support theory; SOR framework; Consumer commitment; Dual platform; Dual-platform e-commerce; Online review intention; Platform design; Use context; Website and mobile app
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Reference ManagersExport to EndNote
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.