The Impact of Online Product Reviews on Purchase Intent: Risk Perception Differences Between Men and Women
Pisto, Antonio J.
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This study focuses on finding the essential characteristics in product reviews that increase or decrease consumers’ purchase intention. More specifically, comparing the risk perceptions of males and females. Study results have identified that the “pros and cons,” “well-written,” and “uses product like me” characteristics decrease risk perception and increase purchase intent. Study results show that the “manipulative,” “unprofessional,” and “use of text slang” characteristics increase risk perception and decrease purchase intent.