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The relationship of online product reviews and consumers’ product evaluation: A causal attribution approach

Chandra Dewi, Maria Cyntia (2019) The relationship of online product reviews and consumers’ product evaluation: A causal attribution approach.

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Abstract:Drawing on insights from attribution theory, this study aims to explain the relationship of online product reviews and consumers’ product evaluation by using causal attribution, including the interaction of review platforms, company response, and review valence. This study addresses the objectives by testing the effects of different platform types with (and without) a company response on the consumers’ product evaluation. All tests have been done within positive and negative valence. In this study the hypotheses have been tested using a 3 (brand’s website with company response vs brand’s website without company response vs personal blog) x 2 (positive review vs negative review) experimental design on 316 participants. The result confirms previous studies suggesting that selling intention on corporate platforms affects consumers causal attribution about reviewers’ motive. Consequently, the reviews posted on corporate platforms were less persuasive compared to the reviews posted on independent platforms. This study also confirms that company response plays a significant role on consumers’ causal attribution. Furthermore, the findings suggest that the consumers’ product attribution generates a significantly higher influence on the consumers’ product evaluation compared to the consumers’ communicator attribution. Keywords: online product review, company response, causal attribution, product evaluation, review platform, review valence
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77416
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