TY - JOUR
T1 - The effects of online reviews on purchasing intention
T2 - The moderating role of need for cognition
AU - Lin, Chin Lung
AU - Lee, Sheng Hsien
AU - Horng, Der Juinn
PY - 2011
Y1 - 2011
N2 - The Internet has provided a competitive platform for online marketing, and online shopping has become an important part of daily life for consumers who view online reviews as an effective channel of acquiring product information before making purchase decisions. Based on the elaboration likelihood model (ELM; Petty & Cacioppo, 1981, 1986), in the present study the effects of online reviews on purchasing intention are explored using need for cognition as a moderator. Findings that emerge from the results are: Firstly, when online reviews are high quality this has a positive effect on the purchasing intention of online shoppers. Secondly, when there are a high number of online reviews this positively affects the purchasing intention of online shoppers. Finally, shoppers with a high need for cognition take the central route in attitude change, but shoppers with a low need for cognition tend to adopt the peripheral route in forming attitude. Marketing implications are suggested.
AB - The Internet has provided a competitive platform for online marketing, and online shopping has become an important part of daily life for consumers who view online reviews as an effective channel of acquiring product information before making purchase decisions. Based on the elaboration likelihood model (ELM; Petty & Cacioppo, 1981, 1986), in the present study the effects of online reviews on purchasing intention are explored using need for cognition as a moderator. Findings that emerge from the results are: Firstly, when online reviews are high quality this has a positive effect on the purchasing intention of online shoppers. Secondly, when there are a high number of online reviews this positively affects the purchasing intention of online shoppers. Finally, shoppers with a high need for cognition take the central route in attitude change, but shoppers with a low need for cognition tend to adopt the peripheral route in forming attitude. Marketing implications are suggested.
KW - Elaboration likelihood model
KW - Need for cognition
KW - Online review
KW - Purchase intention
UR - http://www.scopus.com/inward/record.url?scp=79951563537&partnerID=8YFLogxK
U2 - 10.2224/sbp.2011.39.1.71
DO - 10.2224/sbp.2011.39.1.71
M3 - 期刊論文
AN - SCOPUS:79951563537
SN - 0301-2212
VL - 39
SP - 71
EP - 81
JO - Social Behavior and Personality
JF - Social Behavior and Personality
IS - 1
ER -