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Did You Read the Customer Reviews Before Shopping?: The Effect of Customer Reviews About Online Retail Platforms on Consumer Behavioral Responses

Did You Read the Customer Reviews Before Shopping?: The Effect of Customer Reviews About Online Retail Platforms on Consumer Behavioral Responses

Ayşegül Sağkaya Güngör, Çiğdem Tütüncü Özgen
Copyright: © 2020 |Pages: 31
ISBN13: 9781799822202|ISBN10: 1799822206|ISBN13 Softcover: 9781799822219|EISBN13: 9781799822226
DOI: 10.4018/978-1-7998-2220-2.ch008
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MLA

Güngör, Ayşegül Sağkaya, and Çiğdem Tütüncü Özgen. "Did You Read the Customer Reviews Before Shopping?: The Effect of Customer Reviews About Online Retail Platforms on Consumer Behavioral Responses." Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior, edited by Ana Maria Soares and Maher Georges Elmashhara, IGI Global, 2020, pp. 178-208. https://doi.org/10.4018/978-1-7998-2220-2.ch008

APA

Güngör, A. S. & Özgen, Ç. T. (2020). Did You Read the Customer Reviews Before Shopping?: The Effect of Customer Reviews About Online Retail Platforms on Consumer Behavioral Responses. In A. Soares & M. Elmashhara (Eds.), Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior (pp. 178-208). IGI Global. https://doi.org/10.4018/978-1-7998-2220-2.ch008

Chicago

Güngör, Ayşegül Sağkaya, and Çiğdem Tütüncü Özgen. "Did You Read the Customer Reviews Before Shopping?: The Effect of Customer Reviews About Online Retail Platforms on Consumer Behavioral Responses." In Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior, edited by Ana Maria Soares and Maher Georges Elmashhara, 178-208. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-2220-2.ch008

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Abstract

Online customer reviews are the most trustworthy source of information of consumers while determining the value of online retail platforms. They act to convince customers and serve the purpose of formation of trust and emotional attachment with the platform. This study reports the results of an experiment investigating the effects of online customer reviews on emotional attachment, trust, and repurchase intention while taking the previous emotional attachment strength into consideration. Results revealed that, depending on the previous attachment strength, both positive and negative reviews strongly affect emotional attachment. However, trust is only influenced by positive reviews. Besides, trust is a more durable construct compared to emotional attachment and is not subject to change easily. When the repurchase intention is investigated, only strongly attached consumers are affected by customer reviews.

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