Antecedents of consumers’ reliance on online product reviews

Purpose This paper examines the role that attitudes toward online product reviews (OPRs), perceived credibility of OPRs and perceived benefit of OPRs play as antecedents of consumers’ reliance on OPRs in purchase decisions. A conceptual model of relationships investigated posits that attitudes drive...

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Veröffentlicht in:	Journal of research in interactive marketing 2019-03, Vol.13 (1), p.26-46
Hauptverfasser:	Mumuni, Alhassan G, Lancendorfer, Karen M, O’Reilly, Kelley A, MacMillan, Amy
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Construction Consumers Credibility Decision making Females Gender aspects Males Marketing Mathematical models Parameter estimation Product reviews Purchase intention Social networks Statistical methods
Online-Zugang:	Volltext
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