How Online Consumer Reviews and the Product Positioning affect Consumer Intentions

Informações

Código: EMA101
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 02 - Pesquisas Experimentais em Comportamento do Consumidor

Autores

Helison Bertoli Alves Dias (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) helison.bertoli@gmail.com
Jose Carlos Korelo (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) korelo@ufpr.br

Resumo

This study explores the influence of different types of review on consumer intentions, demonstrating the effect is mediated by review diagnosticity. The results showed attribute- based reviews (ex. UV protection lenses) are perceived as more diagnostic than experience- based reviews (ex. style of sunglasses) and customer ratings (ex. five-star product), and thus, lead to higher consumer purchase intentions and willingness to pay. It also investigates the product positioning impact on the relationship between review type and consumer responses. Two experiments test these predictions. This work offer contribution to the e-WOM literature as it extends the current knowledge regarding the influences of reviews format and products characteristics on consumer intentions. It also contributes to the information processing literature by enriching the understanding of the information diagnosticity role in online reviews.

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