Do online reviews still matter post-purchase?

Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg, Mujahid Mohiuddin Babu

    Research output: Contribution to journalArticlepeer-review

    42 Citations (Scopus)
    96 Downloads (Pure)

    Abstract

    Purpose
    The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE).

    Design/methodology/approach
    Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design.

    Findings
    Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR.

    Practical implications
    The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers.

    Originality/value
    The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.
    Original languageEnglish
    Pages (from-to)109-139
    Number of pages21
    JournalInternet Research
    Volume30
    Issue number1
    DOIs
    Publication statusPublished - 30 Sept 2019

    Keywords

    • Online reviews
    • Electronic Word of Mouth (e-WoM)
    • Post purcshae review

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