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Title
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The wrap effect in online review sets revisited : how perceived usefulness mediates the effect on intention formation
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Author
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Abstract
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| We investigate the effect of primacy-recency reinforcement (wrap), i.e. when the first and last review of a set have the same valence, on the behavioral intentions (purchase and recommendation intention) of review readers. In addition, we study how this effect is mediated by the perceived usefulness of the reviews. The results of a 2 (Valence of first review: positive, negative) x 6 (Review sequence) full factorial between-subjects experiment (n = 552) confirm that wrap effects bias intentions. A positively wrapped review set leads to a higher purchase and recommendation intention than a non-wrapped review set with a positive first review. Conversely, a negatively wrapped review set leads to lower intentions than a non-wrapped review set with a negative first review. In case of a negative wrap, this relationship is mediated by the perceived usefulness of the reviews such that a negative wrap increases the perceived usefulness of the review set which, in turn, affects intentions. In case of a positive wrap, the positive relationship between wrap and intentions is direct and not mediated by perceived usefulness. |
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Language
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English
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Source (journal)
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Journal of electronic commerce research. - Long Beach, Calif., [200-], currens
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Publication
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Long Beach, Calif.
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2016
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ISSN
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1938-9027
[print]
1526-6133
[online]
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Volume/pages
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17
:4
(2016)
, p. 280-288
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ISI
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000392923100001
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Full text (publisher's version - intranet only)
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