When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo

作者：

Highlights：

• Quality of online product reviews has significant influence on purchase intention.

• For search good, review quality has positive indirect effect via product evaluation.

• For experience good, review quality has both direct (−) and indirect (+) effects.

• Review quality affects website evaluation only when reviewers’ photos are present.

摘要

•Quality of online product reviews has significant influence on purchase intention.•For search good, review quality has positive indirect effect via product evaluation.•For experience good, review quality has both direct (−) and indirect (+) effects.•Review quality affects website evaluation only when reviewers’ photos are present.

论文关键词：Experience vs. search goods,Electronic word of mouth (eWOM),Online product review,Product type,Review quality,Reviewer photo

论文评审过程：Available online 25 November 2013.

论文官网地址：https://doi.org/10.1016/j.chb.2013.10.050