Abstract
Online reviews influence consumer decision making, retrieving valuable information about consumers to the companies. We investigate how review valence, platform type, and review credibility affect purchase intention (visit to restaurants). We use an experimental 2 × 4 between-subjects factorial design with two platforms (company websites and independent websites) and four types of review valences (neutral, negative, positive and balanced), with data of 256 respondents. Results show that purchase intentions are influenced by review valence. The effect is moderated by perceived review credibility. Review platform has no moderating effect on the influence of review valence. Results provide practical information for marketers in the service industry.
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Supplementary Material
The online version of this article offers supplementary material (DOI:https://doi.org/10.1515/jafio-2018-0020).
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Articles in the same Issue
- Invited papers
- The Economic Effects of COVID-19 on the Producers of Ethanol, Corn, Gasoline, and Oil
- COVID-19 and the US Lettuce Supply Chain: Implications for Farmworker Health and Safety and a Secure Supply
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- The GMO Pipeline, Import Bans and Asynchronous Approvals – The Impact on Agricultural Trade
- The Competitive Impact of Cooperatives on the Spot Market: A Spatial Analysis of Iowa Corn Prices
- The Determinants of the EU Import Demand for Soybean and Maize: What Role for GMOs?
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- What Factors Influence Consumer Preferences for Search and Credence Seafood Characteristics? an Empirical Analysis in Kentucky and South Carolina
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