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Are Negative Online Consumer Reviews Always Bad? A Two-Sided Message Perspective

  • Lee, Jumin (e-business department in Kyung Hee Cyber University) ;
  • Park, Se-Bum (Marketing at the School of Business, Yonsei University) ;
  • Lee, Sangwon (Division of Information and Electronic Commerce, Wonkwang University)
  • Received : 2015.04.30
  • Accepted : 2015.11.05
  • Published : 2015.12.31

Abstract

This study investigates the effects of a two-sided message on product attitude and purchase intention by using a message structure variable, such as attribute importance in the context of online consumer reviews (OCRs). Study 1 explains the previous inconsistent results of a two-side message by comparing a one-side message and a two-side message by using the attribute importance in negative reviews. Study 2 determines the reasons for the inconsistent results of a refutational two-sided message research by using the attribute importance in negative reviews and website trust. Two experiments are designed to test our hypotheses. The first experiment is a $2{\times}2$ factorial design with 84 participants. The second experiment uses a $2{\times}2{\times}2$ factorial design with 196 participants. In study 1, two-sided OCRs are more credible than one-sided OCRs, and two-sided OCRs that use low important attributes are more effective in making favorable product attitude/purchase intention. In study 2, refutational two-sided OCRs that use high attribute importance render positive effects on product attitudes in trustworthy websites. However, the refutation could negatively affect product attitude/purchase intention in low trustworthy websites.

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