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Journal of Marketing Management Volume 29, 2013 - Issue 5-6: Academy of Marketing Conference 2012 - Marketing: Catching the Technology Wave
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Original Articles

Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

Arne Floh Surrey Business School, UKCorrespondence[email protected]
,
Monika Koller Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Austria
&
Alexander Zauner WU Vienna (Vienna University of Economics and Business), Austria
Pages 646-670 | Published online: 09 Apr 2013
 
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Abstract

This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n = 818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumption-related experiences by offering strong arguments that will convince other customers.

Notes

1 comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012.

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