Persuasion Processes in Consumer Intent to Read Online Product Reviews: A Study Based on the Elaboration Likelihood Model
Journal Title: INTERNATIONAL JOURNAL OF COMPUTERS & TECHNOLOGY - Year 2014, Vol 12, Issue 10
Abstract
Studies have shown that many prospective consumers have the intention of reading online reviews of a product before purchasing that product online. How this intention arises, however, has not been extensively investigated. The study described here used the elaboration likelihood model (ELM) to examine the central and peripheral persuasion processes involved in shaping consumers’ intent to read online product reviews. These two processes were operationalized by respectively using perceived review quality and perceived review consistency as constructs in a model of persuasion to read online reviews. The findings of the study suggest that consumers’ intent to read online product reviews is shaped by their perception of such reviews as being either of high quality or as consistent with their prior knowledge about the product being reviewed. For an individual consumer, the persuasiveness of one of these processes over the other depends on the two respective moderators of consumer involvement and consumer expertise.Â
Authors and Affiliations
Shu-Hui Chuang, Meng-Lin Shih
Keywords
Related Articles
- EP ID EP650502
- DOI 10.24297/ijct.v12i10.2986
- Views 67
- Downloads 0
Research into a timetable forming tool for final classes
In this paper a high-school timetable forming tool is described. Commercial products and software for this problem solving are compared. The problems of timetable forming are analyzed. A decision for initial data computi...
Evaluation of an Intelligent Approach for Semantic Web
The semantic web is a vision which captures information from the web and makes it possible to help machines to understand complex human requests. Such intelligence based understanding requires important sources of inform...
Identification of Cardiac Diseases from(ECG) Signals based on Fractal Analysis
This paper investigates the use of fractal geometry for analyzing ECG time series signals. A technique of identifying cardiac diseases is proposed which is based on estimation of Fractal Dimension (FD) of ECG recordings....
Logical Database Design
The design, development and implementation of every database are mainly to serve as an information hub for organisations. The database is a key factor to the success of most organisations. The process of designing a data...
Secured Data Transmission Using Wavelet Based Steganography And Cryptography
Steganography and cryptographic methods are used together with wavelets to increase the security of the data while transmitting through networks. Another technology, the digital watermarking is the process of embedding i...