The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking

Fu Liu; Haiying Wei; Xingyuan Wang; Zhenzhong Zhu; Haipeng Allan Chen

doi:10.1016/j.jbusres.2023.114058

The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking

Fu Liu
, Haiying Wei
, Xingyuan Wang
, Zhenzhong Zhu
, Haipeng Allan Chen

Marketing and Supply Chain

Research output: Contribution to journal › Article › peer-review

8 Scopus citations

Abstract

This study examines how dialectical thinking impacts the effects of product review dispersion on purchase intentions and the related underlying mechanism and boundary conditions. We propose that more (less) review dispersion should increase purchase intentions among consumers with high (low) dialectical thinking through increased credibility perceptions. Additionally, product type should moderate the effects of review dispersion, such that consumers with high (low) dialectical thinking should prefer more (less) dispersed reviews only for hedonic products; for utilitarian products, highly dialectical consumers’ preference for high review dispersion should diminish. We empirically test these hypotheses across multiple experiments that use different operationalizations of dialectical thinking. We conclude by discussing the theoretical and practical implications of these findings.

Original language	English
Article number	114058
Journal	Journal of Business Research
Volume	165
DOIs	https://doi.org/10.1016/j.jbusres.2023.114058
State	Published - Oct 2023

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Inc.

Funding

This study was supported by the research grants from the National Natural Science Foundation of China (71772077), Humanities and Social Science Planning Fund Project of Ministry of Education of China (22YJA630092), Shandong Provincial Natural Science Foundation (ZR2021MG036) and the Outstanding Innovative Talents Cultivation Funded Programs for Doctoral Students of Jinan University (2021CXB018).

Funders	Funder number
Outstanding Innovative Talents Cultivation Funded Programs for Doctoral Students of Jinan University	2021CXB018
National Natural Science Foundation of China (NSFC)	71772077
National Natural Science Foundation of China (NSFC)
Natural Science Foundation of Shandong Province	ZR2021MG036
Natural Science Foundation of Shandong Province
Humanities and Social Science Fund of Ministry of Education of China	22YJA630092
Humanities and Social Science Fund of Ministry of Education of China

Keywords

Credibility perception
Dialectical thinking
Hedonic/utilitarian products
Purchase intention
Review dispersion

ASJC Scopus subject areas

Marketing

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10.1016/j.jbusres.2023.114058

Cite this

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title = "The influence of online review dispersion on consumers{\textquoteright} purchase intention: The moderating role of dialectical thinking",

abstract = "This study examines how dialectical thinking impacts the effects of product review dispersion on purchase intentions and the related underlying mechanism and boundary conditions. We propose that more (less) review dispersion should increase purchase intentions among consumers with high (low) dialectical thinking through increased credibility perceptions. Additionally, product type should moderate the effects of review dispersion, such that consumers with high (low) dialectical thinking should prefer more (less) dispersed reviews only for hedonic products; for utilitarian products, highly dialectical consumers{\textquoteright} preference for high review dispersion should diminish. We empirically test these hypotheses across multiple experiments that use different operationalizations of dialectical thinking. We conclude by discussing the theoretical and practical implications of these findings.",

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author = "Fu Liu and Haiying Wei and Xingyuan Wang and Zhenzhong Zhu and Chen, \{Haipeng Allan\}",

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doi = "10.1016/j.jbusres.2023.114058",

language = "English",

volume = "165",

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T2 - The moderating role of dialectical thinking

AU - Liu, Fu

AU - Wei, Haiying

AU - Wang, Xingyuan

AU - Zhu, Zhenzhong

AU - Chen, Haipeng Allan

PY - 2023/10

Y1 - 2023/10

N2 - This study examines how dialectical thinking impacts the effects of product review dispersion on purchase intentions and the related underlying mechanism and boundary conditions. We propose that more (less) review dispersion should increase purchase intentions among consumers with high (low) dialectical thinking through increased credibility perceptions. Additionally, product type should moderate the effects of review dispersion, such that consumers with high (low) dialectical thinking should prefer more (less) dispersed reviews only for hedonic products; for utilitarian products, highly dialectical consumers’ preference for high review dispersion should diminish. We empirically test these hypotheses across multiple experiments that use different operationalizations of dialectical thinking. We conclude by discussing the theoretical and practical implications of these findings.

AB - This study examines how dialectical thinking impacts the effects of product review dispersion on purchase intentions and the related underlying mechanism and boundary conditions. We propose that more (less) review dispersion should increase purchase intentions among consumers with high (low) dialectical thinking through increased credibility perceptions. Additionally, product type should moderate the effects of review dispersion, such that consumers with high (low) dialectical thinking should prefer more (less) dispersed reviews only for hedonic products; for utilitarian products, highly dialectical consumers’ preference for high review dispersion should diminish. We empirically test these hypotheses across multiple experiments that use different operationalizations of dialectical thinking. We conclude by discussing the theoretical and practical implications of these findings.

KW - Credibility perception

KW - Dialectical thinking

KW - Hedonic/utilitarian products

KW - Purchase intention

KW - Review dispersion

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DO - 10.1016/j.jbusres.2023.114058

M3 - Article

AN - SCOPUS:85160682235

SN - 0148-2963

VL - 165

JO - Journal of Business Research

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M1 - 114058

ER -

The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking

Abstract

Bibliographical note

Funding

Keywords

ASJC Scopus subject areas

Access to Document

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