Do customer reviews drive purchase decisions? The moderating roles of review exposure and price

摘要: Customers read reviews to reduce the risk associated with a purchase decision. While prior studies have focused on valence and volume of reviews, this study provides more comprehensive understanding how influence customers by considering two additional factorsexposure price relative other products in category. Data provided online retailers are used for analysis. The results reveal four-way interaction effect probability strongest when (1) there many (2) customer reads (3) product is higher priced. effects smaller, but still positive, conditions. We develop theoretical explanations based dual processing models prospect theory, provide sensitivity discuss implications academics, manufacturers retailers. stronger large.The high-price products.The consumers reading reviews.We use elaboration likelihood model explanation.