What about “U”? The influence of positive online consumer reviews on the individual's perception of consumption benefits
ISSN: 1468-4527
Article publication date: 21 May 2020
Issue publication date: 23 June 2020
Abstract
Purpose
This study examines the influence that the positive valence intensity of online consumer reviews (OCRs) has on the benefits that individuals perceive they have derived from consumption. A distinction is made based on whether the performance obtained during the consumption was high or low, that is, whether the product/service met the objectives set by the consumer.
Design/methodology/approach
The study is a between-subjects experiment with two manipulations: the positive valence intensity of OCRs (highly positive vs neutral-indifferent) and the performance obtained by the consumer (high vs low). The manipulations were measured on 11-point Likert-type scales, the lowest perception being scored at 0 (strongly disagree) and the highest at 10 (strongly agree). A total of 249 useable questionnaires were returned.
Findings
The results demonstrated that the influence of positive OCRs on the consumer's perception of consumption benefits follows concave curvilinear functional forms for low performance (inverted U-shaped) and convex for high performance (U-shaped). Thus, highly positive OCRs not corroborated by performance lead to negative perceptions, whereas neutral-indifferent OCRs verified by performance create positive perceptions.
Originality/value
This study goes beyond the immediate influence of positive OCRs on purchases and argues that their influence remains important for the individual's final perception of the consumption benefits that she/he, in the event, received. In addition, the results of the present study show that OCRs are important reference points from which individuals make social judgments and comparisons during consumption. Finally, this study provides theoretical and empirical support to explain the U-shaped functional forms associated with the influence of OCRs.
Keywords
Acknowledgements
The author is grateful for the financial support of the Government of Aragon and the European Regional Development Fund (“GENERES” Group S54), and the University of Zaragoza (project UZ2019-SOC-02). She also appreciates the valuable comments and suggestions made by the editor and the reviewers throughout the review process.
Citation
Hernandez-Ortega, B. (2020), "What about “U”? The influence of positive online consumer reviews on the individual's perception of consumption benefits", Online Information Review, Vol. 44 No. 4, pp. 863-885. https://doi.org/10.1108/OIR-10-2018-0304
Publisher
:Emerald Publishing Limited
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