{"title":"Relative persuasiveness of repurchase intentions versus recommendations in online reviews","authors":"Prashanth Ravula , Subhash Jha , Abhijit Biswas","doi":"10.1016/j.jretai.2022.06.001","DOIUrl":null,"url":null,"abstract":"<div><p>This paper examines the effects of loyalty expressions (i.e., repurchase intentions vs. recommendations) on review persuasiveness. Specifically, we propose that repurchase intentions have a stronger positive effect on review persuasiveness compared to recommendations because of reviewer credibility. We test the above proposition using both an empirical dataset and multiple experimental studies. In addition, we examine frequency of purchase as a boundary condition for our proposition. Accordingly, we find that for frequent purchases, repurchase intentions (vs. recommendations) increases credibility, which, in turn, augments review persuasiveness. For infrequent purchases, however, we observe that recommendations (vs. repurchase intentions) enhance review persuasiveness, which occurs because of increased credibility. This research offers contributions to theory in the areas of online reviews, loyalty, source credibility, and cue-diagnosticity, as well as to practice regarding how firms should seek to elicit loyalty expressions (i.e., repurchase intentions vs. recommendations) when soliciting reviews.</p></div>","PeriodicalId":48402,"journal":{"name":"Journal of Retailing","volume":"98 4","pages":"Pages 724-740"},"PeriodicalIF":8.0000,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0022435922000410","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 7
Abstract
This paper examines the effects of loyalty expressions (i.e., repurchase intentions vs. recommendations) on review persuasiveness. Specifically, we propose that repurchase intentions have a stronger positive effect on review persuasiveness compared to recommendations because of reviewer credibility. We test the above proposition using both an empirical dataset and multiple experimental studies. In addition, we examine frequency of purchase as a boundary condition for our proposition. Accordingly, we find that for frequent purchases, repurchase intentions (vs. recommendations) increases credibility, which, in turn, augments review persuasiveness. For infrequent purchases, however, we observe that recommendations (vs. repurchase intentions) enhance review persuasiveness, which occurs because of increased credibility. This research offers contributions to theory in the areas of online reviews, loyalty, source credibility, and cue-diagnosticity, as well as to practice regarding how firms should seek to elicit loyalty expressions (i.e., repurchase intentions vs. recommendations) when soliciting reviews.
期刊介绍：
The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.
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