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Not so positive, please!

Not so positive, please! PurposeThe purpose of this paper is to analyse the effect of positive online consumer reviews (OCRs) on changes in the individual’s evaluations from the pre-purchase to the post-consumption stage, studying satisfaction, attitude towards the firm and purchase intention. The effect of positive OCRs may differ depending on whether the product performance is high or low, i.e., whether the product meets the objectives of the consumer. So, the paper also explores different effects that positive OCRs can have on changes in the individual’s evaluations depending on the kind of performance.Design/methodology/approachTwo studies based on the experimental methodology are carried out and several statistical techniques are applied: confirmatory factorial analysis, mixed between-within subjects analysis of variance and post-hoc analysis.FindingsResults demonstrate that the effect of positive OCRs continues after consumption. Depending on the performance, this effect can be positive (negative) and verify (contrast with) the individual’s pre-purchase evaluations. Moreover, this effect is always more intense when the performance is low.Originality/valueIt explores the changes in the individual’s evaluations about the product and the firm, going beyond the immediate effect of positive OCRs. It also explains the effects of positive OCRs for high and low performance. Finally, it demonstrates that OCR effects are not symmetrical for high and low performance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Not so positive, please!

Internet Research , Volume 29 (4): 32 – Aug 5, 2019

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/INTR-07-2017-0257
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to analyse the effect of positive online consumer reviews (OCRs) on changes in the individual’s evaluations from the pre-purchase to the post-consumption stage, studying satisfaction, attitude towards the firm and purchase intention. The effect of positive OCRs may differ depending on whether the product performance is high or low, i.e., whether the product meets the objectives of the consumer. So, the paper also explores different effects that positive OCRs can have on changes in the individual’s evaluations depending on the kind of performance.Design/methodology/approachTwo studies based on the experimental methodology are carried out and several statistical techniques are applied: confirmatory factorial analysis, mixed between-within subjects analysis of variance and post-hoc analysis.FindingsResults demonstrate that the effect of positive OCRs continues after consumption. Depending on the performance, this effect can be positive (negative) and verify (contrast with) the individual’s pre-purchase evaluations. Moreover, this effect is always more intense when the performance is low.Originality/valueIt explores the changes in the individual’s evaluations about the product and the firm, going beyond the immediate effect of positive OCRs. It also explains the effects of positive OCRs for high and low performance. Finally, it demonstrates that OCR effects are not symmetrical for high and low performance.

Journal

Internet ResearchEmerald Publishing

Published: Aug 5, 2019

References

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