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

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.