Title: Do the characteristics of online consumer reviews bias buyers' purchase intention and product perception? A perspective of review quantity, review quality and negative review sequence

Authors: Ming Zhou; Mengwei Liu; Dingna Tang

Addresses: Marketing Department, Zhongnan University of Economics and Law, Wuhan, 430073, China; Business School, Hubei University, Wuhan, 430062, China ' Economics and Management Department, Zhixing College of Hubei University, Wuhan, 430062, China ' Marketing Department, Zhongnan University of Economics and Law, Wuhan, 430073, China

Abstract: Online consumer product reviews have long been considered an important form of electronic word-of-mouth (eWOM) and have generated widespread interests in business research fields. The reviews provide potential buyers with product comments and evaluations from a user's perspective, which is generally believed to be neutral and impartial. However, little research explored the bias in the process of potential buyers' browsing reviews. This paper examines how the sequence of negative reviews, the quantity of online feedback text and the quality of online comments affect consumer purchase intention. The experiment's results suggest that the quantity and quality of online consumer product reviews have a positive effect on consumer purchase intention. However, consumers show a negativity bias for products when negative consumer reviews concentrate in the foreground.

Keywords: electronic WOM; word-of-mouth; e-WOM; bias; purchase intention; product perception; review quantity; review quality; negative reviews; online consumer reviews; product reviews; bias.

DOI: 10.1504/IJSTM.2013.055632

International Journal of Services Technology and Management, 2013 Vol.19 No.4/5/6, pp.166 - 186

Available online: 30 Jul 2013 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article