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Abstract
Online reviews have been studied extensively because of their impact on online consumers’ purchase decisions. Little attention, however, has been paid to consumers’ perceptions of online review configurations. This study examines how a consumer's purchase decision is affected by online review configurations. Additionally, researchers analyze whether the purchase decision is affected by price level and personality. Results illustrate that a consumer's purchase decision is affected by the number of reviews only when price level is high. In terms of personality, openness significantly predicts purchase decision when price level is high, whereas neuroticism affects purchase decision when price level is low.
Notes
Note. Extraction method: principal component analysis. Rotation method: varimax with Kaiser normalization. Rotation converged in six iterations.
*Adopted from Goldberg (Citation1992).
Note. Dependent variable = purchase decision (0 = seller with numerous mixed reviews, 1 = seller with few but all positive reviews).
a The reference gender is female.
**p ≤ .05; ***p ≤ .01.
Note. Dependent variable = purchase decision (0 = seller with numerous mixed reviews, 1 = seller with few but all positive reviews).
a The reference gender is female.
*p ≤ .10; **p ≤ .05.
The price for a laptop was set at $499.99.
The price for iPhone accessories was set at $24.99.