Quotation Ivanova, Olga, Scholz, Michael, Dorner, Verena. 2013. Does Amazon Scare Off Customers? The Effect of Negative Spotlight Reviews on Purchase Intention. In Proceedings of the International Conference on Information Systems (ICIS), Hrsg. R.Alt, B. Franczyk, 23-37. Leipzig, Germany: None.


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Abstract

Online retailers provide review systems to consumers in order to improve perceived trustworthiness and boost sales. We examine the effects of review valence and valence intensity on consumer purchase intention. Review adoption emerges as a novel, important moderating variable. We find that positive reviews have a stronger effect on consumer purchase intention than negative reviews. Moderate reviews always lead to higher purchase intention than extreme reviews, but the size of the effect is greater for extremely negative reviews than moderately negative reviews. The effect is reversed for positive reviews. Our results imply that a recent innovation in Amazon’s review system, highlighting negative reviews along with positive spotlight reviews, must be designed carefully to avoid losing customers. Choosing the wrong combination of reviews can diminish the positive effect of spotlight reviews on sales by nearly 20%.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title Does Amazon Scare Off Customers? The Effect of Negative Spotlight Reviews on Purchase Intention
Title of whole publication Proceedings of the International Conference on Information Systems (ICIS)
Editor R.Alt, B. Franczyk
Page from 23
Page to 37
Location Leipzig, Germany
Year 2013
ISBN 978-3-00-041359-9
Open Access N

Associations

People
Dorner, Verena (Details)
External
Ivanova, Olga (Universität Passau, Germany)
Scholz, Michael (Universität Passau, Germany)
Organization
Institute for Digital Ecosystems IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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