| Popis: |
Consumers read online consumer reviews in order to learn more about a product and reduce their risk of disappointment. This paper investigates the effects of negative online consumer review variables on perceived information usefulness, perceived information adoption, and purchase intention. In particular, we examine argument quality and grammatical correctness using the elaboration likelihood model and an information adoption model. Under the elaboration likelihood model, the moderators of reader involvement and expertise are also assessed. Results indicate that regardless of varied consumer involvement, negative online consumer reviews with high argument quality and high grammatical correctness resulted in the lowest levels of reported purchase intention. Negative online consumer reviews with low argument quality and low grammatical correctness were the least effective in causing a lower purchase intention. Three empirical studies that test proposed hypotheses using path analysis and MANOVA offer insight into how consumers are influenced by argument quality and grammatical correctness in negative online consumer reviews. |
