Consumer skepticism about online reviews and their decision-making process: the role of review self-efficacy and regulatory focus
ISSN: 0736-3761
Article publication date: 11 August 2021
Issue publication date: 2 September 2021
Abstract
Purpose
Despite skepticism, consumers rely on online reviews for their purchase decisions. However, academics mostly argue that skepticism has an inverse relationship with consumer decision-making. This study aims to investigate the relationship among skepticism, reliance and consumer purchase decisions in an online review context. It also investigates the moderating role of review self-efficacy and regulatory focus in the relationship between skepticism and reliance on online reviews.
Design/methodology/approach
A survey with a nationally representative sample and two experimental studies are conducted.
Findings
Skepticism negatively affects consumers’ reliance on online reviews and reliance on online reviews mediates the relationship between skepticism and review-based purchase decisions. High review self-efficacy participants tend to rely more on online reviews than low review self-efficacy participants. Promotion-focused people rely more on online reviews than prevention-focused people, despite similar levels of skepticism.
Research limitations/implications
The findings contribute to the skepticism, self-efficacy and regulatory focus literature. The general framework of the relationship among skepticism, reliance and purchase decision is also applicable in an online review context.
Originality/value
The results provide evidence of a stronger reliance on online reviews of high review self-efficacy and promotion-oriented consumers compared to low review self-efficacy and prevention-oriented consumers.
Keywords
Citation
Ahmad, F. and Guzmán, F. (2021), "Consumer skepticism about online reviews and their decision-making process: the role of review self-efficacy and regulatory focus", Journal of Consumer Marketing, Vol. 38 No. 5, pp. 587-600. https://doi.org/10.1108/JCM-09-2020-4119
Publisher
:Emerald Publishing Limited
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