Frontiers | Reviewers' Identity Cues in Online Product Reviews and Consumers' Purchase Intention
This research performs three experiments to investigate the influence mechanisms of identity cues in product reviews on consumers’ purchase intention, and to examine the effects of reference groups. The results indicate that: (1) identity cues in positive reviews have a significant positive impact on consumers’ purchase intention, while identity cues in negative reviews have a significant negative impact on consumers’ purchase intention; in addition, identity cues play a greater role in am...
South Korea National Natural Science Foundation Of China Program For Innovation Research Directions For Future Research Research Hypotheses Identity Cues
Source: frontiersin.org