Kyung-ah (Kay) Byun , Minghui Ma , Kevin Kim , Taeghyun Kang
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引用次数: 19
Abstract
Product reviews are critical high-scope non-marketing cues for consumers to obtain useful product information from various perspectives. However, the effects of inconsistent reviews among multiple sources on new product sales are underexplored. Based on the cue-diagnosticity framework, this research investigates how multi-source review inconsistency (MSRI) affects purchase intention and new product sales in the context of the U.S. automobile industry when firms signal product quality through advertising as a low-scope cue. Using multi-methods of an experiment and secondary data analysis, the results show the negative effects of MSRI on purchase intention and new product sales and explain the mechanisms through information diagnosticity. Further, the findings show how advertising as a low-scope cue can mitigate the effect of multi-source inconsistency on new product sales.
期刊介绍：
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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