Influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention in context of High Involvement Products

Lokesh Arora, Bhuvanesh Kumar Sharma Mail

Abstract


In the present digital era, rapid advancement of technology has emerged new way of communication and information such as eWOM. Electronic Word of Mouth (eWOM) is an extension of traditional WOM. The main purpose of this study is to examine the influence of Review Quality, Review Credibility and Review Quantity on Purchase Intention of High Involvement products. After an intense review of Literature, a research gap has been identified by the researcher. Most of the studies are available on the Influence of eWOM on purchase intention of Low Involvement products. In the field of Influence of eWOM on purchase Intention of High involvement products, very few studies are available. Hence, this research bridge the gap through identifying the influence of eWOM characteristics on High involvement products purchase intention.

 This paper seeks to contribute to the debate of Influence of review quality, review quantity and review credibility on purchase intention of High Involvement products. The target samples of this study are people who have ever searched for opinions or reviews through the Internet before buying the High Involvement product. The survey consists of two sections covering the following issues, including demographics, measurement items of each variable. Reliability and Validity of the research instrument ensured before applying final analysis. A multiple regression through SPSS is applied to evaluate the influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention. This study will provide new insights related to the Influence of Review Quality, Review Credibility and Review Quantity on Purchase intention of High Involvement Products. Thereby, the information will be most suitable for marketers to understand the relevance of online reviews which are consumer generated and develop online strategies which create more positive word of mouth publicity to help business in long run.


Full Text:

PDF

References


Bhattacharjee, A. and Sanford, C., 2006. Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 30 (4), 805-835.

Brown, J., Broderick, A. & Lee, N. (2007). “Word of mouth communication within online communities: Conceptualizing the online social network.” Journal of Interactive Marketing, Vol.21 No.3 pp.2-20.

Buttle, F., 1998. Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.

Cacioppo, J. and Petty, R. 1984. The Elaboration Likelihood Model of Persuasion. Advances in Consumer Research, [online] 11, 673-675.

Celsi, L.R. & Olson, J.C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15 (September), 210-224.

Cheung, C. and Lee, M. 2008. Online Consumer Reviews: Does Negative Electronic Word-of-Mouth Hurt More?. In: Americas Conference on Information Systems. Toronto.

Cheung, C. and Thadani, D., 2012. The Influence of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54 (1), 461-470.

Chevalier, J. and Mayzlin, D. 2006. The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), pp.345-354.

Dellarocas, C. (2003). ‘The digitization of word-of-mouth: Promise and challenges of online feedback mechanisms.’ Management Science; 49(10): 1407–1424.

Dellarocas, C., Awad, N. F. and Zhang, X. (2004) ‘Exploring the Value of Online Reviews to Organizations: Implications for Revenue Forecasting and Planning’, 25th International Conference on Information Systems (ICIS–25).

FANG, Y.H. (2014), Beyond the Credibility of Electronic Word of Mouth: Exploring eWOM Adoption on Social Networking Sites from Affective and Curiosity Perspectives, International Journal of Electronic Commerce, 18(3), 67-102.

Fishbein, Martin, and IcekAjzen., 1975. Belief, Attitude, Intention, And Behavior. Reading, Mass.: Addison-Wesley Pub.

Gods, D. and Mayzlin, D., 2004. Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23 (4), 545-560.

Henning-Thurau, T., and Walsh, G. (2003) “Electronic Word-of-Mouth: Motives for the Consequences of Reading Customer Articulations on the internet,” International Journal of Electronic Commerce, 8(2), 51-74.

Hosein, Nasim ., 2012. Measuring the Purchase Intention Of Visitors To The Auto Show. Journal of Management & Marketing Research.

Im, H., & Ha, Y. (2011). The effect of perceptual fluency and enduring involvement on situational involvement in an online apparel shopping context. Journal of Fashion Marketing and Management: An International Journal, 15(3), 345-362.

Judith A. Chevalier and Dina Mayzlin (2006) The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research: August 2006, Vol. 43, No. 3, pp. 345-354

Kozinets, R. V. (2002). The field behind the screen: Using ethnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72

Kozinets, R.V., K. de Valck, A.C. Wojnicki and S. Wilner (2010), ‘Networked narratives: understanding word-of-mouth marketing in online communities’, Journal of Marketing, March, pp. 71-86

Kulmala, M., N. Mesiranta, and P. Tuominen. ‘Organic and Amplified e-WOM in Consumer Fashion Blogs.’ Journal of Fashion Marketing and Management; 17(1): 20-37.

Lee, J. and Lee, J. 2009. Understanding the product information inference process in electronic word-of-mouth: An objectivity–subjectivity dichotomy perspective. Information & Management, 46(5), 302-311.

Lee, J., Park, D., and Han, I. 2008. The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.

Lee, K., Lee, B., & Oh, W. (2015). ‘Thumbs Up, Sales Up? The Contingent Effect of Facebook Likes on Sales Performance in Social Commerce.’ Journal of Management Information Systems; 32(4): 109-143.

Lin, C., Wu, Y. and Chen, J. 2013. Electronic word-of-mouth: The moderating roles of product involvement and brand image. Technology Innovation and Industrial Management. Phukhet, 30-44.

Nambisan, S. (2002). ‘Designing virtual customer environments for new product development: Toward a theory.’ Academy of Management Review; 27(3): 392-413.

Park, D., Lee, J. and Han, I. 2007. The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148.

Park, D., Lee, J. and Han, I. 2007. The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148.

Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology,46,69-201381.

Petty, R., Cacioppo, J. and Schumann, D. 1983. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2),135.

Plummer, J., 2007. Editorial: Word of Mouth— A New Advertising Discipline?. J. Adv. Res., 47 (4), 385.

PRICE, S. L., & HERSH, W. R. (1999), Filtering Web Pages for Quality Indicators: An Empirical Approach to Finding High-Quality Consumer Health Information on The World Wide Web. In Proceedings of the AMIA Symposium (p. 911). American Medical Informatics Association.

Puccinelli, Nancy, Goodstein, Ronnie, Grewal, Dhruv, Price, Rob, Raghubir, Priya and Stewart, David (2009) Customer Experience Management in Retailing: Understanding the Buying Process. Journal of Retailing, 85 (1). pp. 15-30.

Rapp, A., Beitelspacher, L., Grewal, D., & Hughes, D. (2013). ‘Understanding social media effects across seller, retailer, and consumer interactions.’ Journal of the 38 Academy of Marketing Science, 41(5): 547-566.

Ratchford, B., Talukdar, D. and Lee, M., 2001. A model of consumer choice of the Internet as an information source. International Journal of Electronic Commerce, 5 (3), 7-22. Retrieved March 24, 2018, from https://2012books.lardbucket.org/books/marketing-principles-v2.0/s06-02-low-involvement-versus-high-in.html

Sadasivan, K., Rajakumar, C. S., & Rajinikanth, R. (2011). Role of Involvement and Loyalty in Predicting Buyer's Purchase Intention towards Private Apparel Brand Extensions. International Journal of Innovation, Management, and Technology, 2(6), 519-524.

Sapna Rakesh, Khare Arpita(2013).Journal of Database Marketing & Customer Strategy Management, 2012, Volume 19, Number 4, Page 311

Sarathy, P. Sanjay; Patro, Sanjay K., South Asian Journal of Management. Apr- Jun2013, Vol. 20 Issue 2, p127-145. 19p.

Schiffman, L. and Kanuk, L., 2004. Consumer Behavior. 9th edition. New Jersy: Pearson Education International.

SHER, P. J., & Lee, S. H. (2009), Consumer Skepticism and Online Reviews: An Elaboration Likelihood Model Perspective. Social Behavior and Personality: An International Journal, 37(1), 137-143.

Walsh, G., Gwinner, K. & Swanson, S. (2004). ‘What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion.’ Journal of Consumer Marketing; 21(2): 109-122.

Wu, S. I. (2002). Internet Marketing Involvement and Consumer Behavior. Asia Pacific Journal of Marketing and Logistics, 14(4), Wu, S. I. (2002).

XIA, L., & BECHWATI, N. N. (2008), Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising, 9(1), 3-13.

Xiaorong, F., Bin, Z., Qinghong, X., Liuli, X. and Yu, C., 2011. Influence of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1 (2), 37-48.




ISSN 2183-5594

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI