Online reviews as a pacifying decision-making assistant
Volume: 64, Pages: 102805 - 102805
Published: Jan 1, 2022
Abstract
Drawing on uses and gratification theory, this article elucidates how consumers capitalize on online reviews for purchase decisions in three markets (Taiwan, Thailand, and Vietnam). Three studies demonstrate this objective. Study 1 considers online reviews as a one-dimensional construct consisting of three behavioral components, including textual comments, contextual images, and star ratings, that had been validated by using reliability and...
Paper Details
Title
Online reviews as a pacifying decision-making assistant
Published Date
Jan 1, 2022
Volume
64
Pages
102805 - 102805
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