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- W3190345873 abstract "Purpose Despite skepticism, consumers rely on online reviews for their purchase decisions. However, academics mostly argue that skepticism has an inverse relationship with consumer decision-making. This study aims to investigate the relationship among skepticism, reliance and consumer purchase decisions in an online review context. It also investigates the moderating role of review self-efficacy and regulatory focus in the relationship between skepticism and reliance on online reviews. Design/methodology/approach A survey with a nationally representative sample and two experimental studies are conducted. Findings Skepticism negatively affects consumers’ reliance on online reviews and reliance on online reviews mediates the relationship between skepticism and review-based purchase decisions. High review self-efficacy participants tend to rely more on online reviews than low review self-efficacy participants. Promotion-focused people rely more on online reviews than prevention-focused people, despite similar levels of skepticism. Research limitations/implications The findings contribute to the skepticism, self-efficacy and regulatory focus literature. The general framework of the relationship among skepticism, reliance and purchase decision is also applicable in an online review context. Originality/value The results provide evidence of a stronger reliance on online reviews of high review self-efficacy and promotion-oriented consumers compared to low review self-efficacy and prevention-oriented consumers." @default.
- W3190345873 created "2021-08-16" @default.
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- W3190345873 date "2021-08-11" @default.
- W3190345873 modified "2023-09-24" @default.
- W3190345873 title "Consumer skepticism about online reviews and their decision-making process: the role of review self-efficacy and regulatory focus" @default.
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- W3190345873 doi "https://doi.org/10.1108/jcm-09-2020-4119" @default.
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