Online reviews and purchase intention: A cosmopolitanism perspective
Abstract
In recent years, marketing managers have realized that online reviews are an essential element in customer decision-making. However, there has been little valid measure of online reviews and no systematic analysis of their effect on consumer purchase intention. Drawing on the uses and gratification (U&G) and consumer culture (CCT) theories, this study develops a valid measure of online reviews and analyzes their effect on purchase intention....
Paper Details
Title
Online reviews and purchase intention: A cosmopolitanism perspective
Published Date
Jul 1, 2020
Volume
35
Pages
100722 - 100722
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