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- W2373784476 abstract "Online reviews, a source of electronic word of mouth, not only contain product information but also have normative influence on review readers especially through pressure from majority of aggregated customers or opinion leaders. In this paper, the authors investigated and discussed how online product reviews affect following consumers` attitude and behavior based on social influence perspective. 187 articles published in the last 10 years appearing in different academically recognized journals of marketing and management information systems were reviewed. First, a summary of review characteristics and background theories were classified. Second, an integrated conceptual framework was proposed to focus on the roles of review characteristics on readers` product evaluation, review evaluation, purchase intention and behavior. Third, the authors identified four categories of moderators, namely the characteristics of readers, reviewers, review platform and product, to explore the moderating mechanisms. This study helps to facilitate understanding and provides a foundation for future e WOM research work." @default.
- W2373784476 created "2016-06-24" @default.
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- W2373784476 date "2015-01-01" @default.
- W2373784476 modified "2023-09-22" @default.
- W2373784476 title "How online product reviews affect consumers: a conceptual framework based on social influence perspective" @default.
- W2373784476 hasPublicationYear "2015" @default.
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