Start Date
11-12-2016 12:00 AM
Description
This study investigates how exposure to online previews and reviews affects individual purchase decisions and how these sources of information interact with each other. The results show that online previews positively influence individual purchase decisions. The exposure to both previews and reviews poses a greater effect on purchase decisions than does exposure to previews or reviews alone, indicating that previews and reviews are complementary sources of information. The results are also indicative of previews and reviews being substitutes, as the effect of previews decreases as the number of reviews and average review points increases. We conducted a subsample analysis to further investigate how the order of exposure to previews and reviews affects their impact on purchase decisions. The findings suggest that exposure to previews after exposure to reviews has a greater positive influence on individuals’ purchase decisions. Also, we show how exposure to previews affects post-purchase consumer satisfaction.
Recommended Citation
Choi, Angela Aerry; Cho, Daegon; Yim, Dobin; Moon, Jae Yun; and Oh, Wonseok, "See for Yourself or Listen to Others: Complementary and Substitutive Effects of Previews and Reviews on E-Book Purchase and Consumption" (2016). ICIS 2016 Proceedings. 2.
https://aisel.aisnet.org/icis2016/EBusiness/Presentations/2
See for Yourself or Listen to Others: Complementary and Substitutive Effects of Previews and Reviews on E-Book Purchase and Consumption
This study investigates how exposure to online previews and reviews affects individual purchase decisions and how these sources of information interact with each other. The results show that online previews positively influence individual purchase decisions. The exposure to both previews and reviews poses a greater effect on purchase decisions than does exposure to previews or reviews alone, indicating that previews and reviews are complementary sources of information. The results are also indicative of previews and reviews being substitutes, as the effect of previews decreases as the number of reviews and average review points increases. We conducted a subsample analysis to further investigate how the order of exposure to previews and reviews affects their impact on purchase decisions. The findings suggest that exposure to previews after exposure to reviews has a greater positive influence on individuals’ purchase decisions. Also, we show how exposure to previews affects post-purchase consumer satisfaction.