Paper ID
2584
Paper Type
full
Description
Online consumer review has become an important information source facilitating consumer decision-makings. Nevertheless, at times purchasing and consumption are segregated as two stages of a transaction. Extant literature revealed the impact of online reviews on purchase decisions, however, little is known about the effect of online reviews on consumer post-purchase attitude change. In this study, we conducted an empirical analysis of a hotel’s reservation data to find out how numerical rating and textual comments from online reviews after the purchasing episode but prior to the consumption episode will lead to consumers’ regret. We found that number of negative post-purchase review was positively related to cancellation possibility and this relationship was strengthened by high pre-purchase rating. In addition, number of hedonic/utilitarian comment and post-purchase rating jointly impacted cancellation behavior. This study contributes to consumer online review literature.
Recommended Citation
Zhang, Yimiao and Huat, Goh Kim, "Impact of Online Reviews on Consumer Post-purchase Attitude Change and Transaction Failure" (2019). ICIS 2019 Proceedings. 19.
https://aisel.aisnet.org/icis2019/crowds_social/crowds_social/19
Impact of Online Reviews on Consumer Post-purchase Attitude Change and Transaction Failure
Online consumer review has become an important information source facilitating consumer decision-makings. Nevertheless, at times purchasing and consumption are segregated as two stages of a transaction. Extant literature revealed the impact of online reviews on purchase decisions, however, little is known about the effect of online reviews on consumer post-purchase attitude change. In this study, we conducted an empirical analysis of a hotel’s reservation data to find out how numerical rating and textual comments from online reviews after the purchasing episode but prior to the consumption episode will lead to consumers’ regret. We found that number of negative post-purchase review was positively related to cancellation possibility and this relationship was strengthened by high pre-purchase rating. In addition, number of hedonic/utilitarian comment and post-purchase rating jointly impacted cancellation behavior. This study contributes to consumer online review literature.