How online reviews affect purchase intention: A meta-analysis across contextual and cultural factors

Data and information management Pub Date : 2023-11-29 DOI:10.1016/j.dim.2023.100058

Keda Qiu , Liyi Zhang

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Abstract

The proliferation of online reviews has provoked a substantial deal of academic research, providing proof of online reviews’ influence on purchase intention in consumer behavior. However, the current empirical research often yields inconsistent and inconclusive results. In order to bridge the gap in our understanding of the relationship between purchase intention and its determinants, a meta-analysis of 156 studies with 214 effect sizes and 69,006 observations was conducted. Additionally, two new factors - review content type and review format - were included in the study. The results showed that all antecedents significantly affect purchase intention, with review valence showing the most potent effect (r = 0.563). Furthermore, individualism, product type, and four study characteristics are important moderating factors. In conclusion, this study provides more reliable generalizations, and its findings are beneficial to scholars, managers, retailers, and website owners, for example, to help set the agenda for future research efforts and to provide practical guidance that could boost marketing activities.

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在线评论如何影响购买意向？跨环境和文化因素的荟萃分析

在线评论的激增引发了大量学术研究，证明了在线评论对消费者行为中购买意向的影响。然而，目前的实证研究往往得出不一致和不确定的结果。为了弥补我们对购买意向及其决定因素之间关系认识上的差距，我们对 156 项研究、214 个效应大小和 69006 个观察结果进行了元分析。此外，研究还纳入了两个新因素--评论内容类型和评论形式。结果表明，所有前因都会对购买意向产生显著影响，其中评论价值的影响最大（r = 0.563）。此外，个人主义、产品类型和四个研究特征也是重要的调节因素。总之，本研究提供了更可靠的概括，其研究结果对学者、管理者、零售商和网站所有者都有益处，例如，有助于确定未来研究工作的议程，并为促进营销活动提供实际指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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