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


Purpose: 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.

Design/methodology/approach: The research is descriptive in nature and the data has been collected from the individuals who have ever hunt down suppositions or reviews through the Internet before purchasing the High Involvement item. Primary data collection has been done through a survey with the help of a standardized questionnaire. The items of the questionnaire extracted from previous research and altered them as per the study requirements. Total 455 respondents chose as a sample with the help of non-probability convenient sampling. Reliability and Validity of the exploration instrument guaranteed before applying the final investigation. A different relapse through SPSS is connected to assess the impact of Review Quality, Review Quantity and Review Credibility on Purchase Intention.

Findings: Findings of the study suggested that there is a significant influence of online review quality and review credibility on purchase intention of high involvement products. However, there is no significant influence reported of review quantity on purchase intention of high involvement products.

Research limitations/implications: This research is limiting only three main determinants such as review quality, review quantity, and review credibility, which determine the purchase intention of the consumer towards high involvement products. There may be other factors also which are affecting that can be considered for further research. This study is only determining the online buying behavior of consumer towards high involvement products, which can be extended further to other areas of buying behavior.

Practical implications: This paper looks to add to the discussion of the Influence of review quality, review quantity and review credibility on purchase intention of High Involvement products. This investigation will give new experiences identified with the Influence of Review Quality, Review Credibility and Review Quantity on Purchase intention of High Involvement Products. Along these lines, the data will be most appropriate for advertisers to comprehend the significance of online reviews which are customer produced and create online systems which make more positive verbal reputation to help business in long run. The present research study will be suitable for marketers to design digital marketing strategies for high involvement products.

Originality/value: 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 by identifying the influence of eWOM characteristics on High involvement products purchase intention. The research is the original academic work which is carried out after rigorous literature review and fact-finding that add value to the existing level of knowledge of academician and industry.

 

Keywords: eWOM; High Involvement Products; Review Quality; Review Quantity; Review Credibility; Purchase Intention.

 

 

[PT]

Título: "Influência da qualidade da revisão, quantidade da revisão e credibilidade da revisão na intenção de compra no contexto de produtos de alto envolvimento"

Abstract

Objetivo: O principal objetivo deste estudo é examinar a influência da Qualidade da revisão, Credibilidade da revisão e Quantidade da revisão na intenção de compra de produtos com alto envolvimento.

Desenho/metodologia/abordagem: a pesquisa é de natureza descritiva e os dados foram coletados de indivíduos que já procuraram suposições ou revisões pela Internet antes de comprar o item de alto envolvimento. A coleta de dados primários foi realizada por meio de uma pesquisa com a ajuda de um questionário padronizado. Os itens do questionário foram extraídos de pesquisas anteriores e alterados de acordo com os requisitos do estudo. O total de 455 entrevistados escolheu como amostra com a ajuda de amostragem conveniente, sem probabilidade. Confiabilidade e validade do instrumento de exploração garantido antes da aplicação da investigação final. Uma recaída diferente através do SPSS está conectada para avaliar o impacto da Qualidade da revisão, Quantidade da revisão e Credibilidade da revisão na intenção de compra.


Resultados: As conclusões do estudo sugeriram que há uma influência significativa da qualidade da revisão on-line e da credibilidade da revisão na intenção de compra de produtos de alto envolvimento. No entanto, não há influência significativa relatada da quantidade revisada na intenção de compra de produtos de alto envolvimento.

Limitações: Esta pesquisa está limitando apenas três determinantes principais, como qualidade da revisão, quantidade da revisão e credibilidade da revisão, que determinam a intenção de compra do consumidor em relação a produtos de alto envolvimento. Também pode haver outros fatores afetando que podem ser considerados para futuras pesquisas. Este estudo está apenas determinando o comportamento de compra on-line do consumidor em relação a produtos de alto envolvimento, que podem ser estendidos para outras áreas do comportamento de compra.

Implicações: este artigo procura acrescentar à discussão a influência da qualidade da revisão, a quantidade da revisão e a credibilidade da revisão na intenção de compra dos produtos de alto envolvimento. Esta investigação fornecerá novas experiências identificadas com a influência da qualidade da revisão, credibilidade da revisão e quantidade da revisão na intenção de compra de produtos de alto envolvimento. Nessa linha, os dados serão mais apropriados para os anunciantes compreenderem o significado das análises on-line produzidas pelos clientes e criarem sistemas on-line que criam uma reputação verbal mais positiva para ajudar os negócios a longo prazo. O presente estudo de pesquisa será adequado para os profissionais de marketing projetarem estratégias de marketing digital para produtos de alto envolvimento.

Originalidade/valor: Após uma intensa revisão da literatura, uma lacuna de pesquisa foi identificada pelo pesquisador. A maioria dos estudos está disponível sobre a influência do eWOM na intenção de compra de produtos com baixo envolvimento. No campo da influência do eWOM na compra de produtos de alto envolvimento, poucos estudos estão disponíveis. Portanto, esta pesquisa preenche a lacuna identificando a influência das características da eWOM na intenção de compra de produtos com alto envolvimento. A pesquisa é o trabalho acadêmico original, realizado após rigorosa revisão da literatura e apuração de fatos que agregam valor ao nível de conhecimento existente de acadêmicos e da indústria.

Palavras-chave: eWOM; Produtos de alto envolvimento; Revisar a qualidade; Quantidade de Revisão; Revisão de credibilidade; Intenção de compra.


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