Examining impacts of negative reviews and purchase goals on consumer purchase decision

Fei L. Weisstein, Lei Song, Peter Andersen, Ying Zhu

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

Extensive literature has studied the impact of positive online reviews on consumers’ purchase decisions. Research on the role of negative reviews in consumer price perception is heavily under-investigated. This study examines effects of negative reviews on consumer price perception and subsequent purchase behavior while considering the moderating effect of purchase goals. Results from two experiments show that the proportion of negative reviews has stronger negative impacts on purchase decision for consumers with a purchase goal than those without. This research contributes to growing knowledge about negative online reviews and consumer goal literature and offers practical implications for online retailers.

Original languageEnglish (US)
Pages (from-to)201-207
Number of pages7
JournalJournal of Retailing and Consumer Services
Volume39
DOIs
StatePublished - Nov 2017

All Science Journal Classification (ASJC) codes

  • Marketing

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