The Influence of Consumer Reviews on Consumers' Attitudes: The Moderating Roles of Price and Product Knowledge

The purpose of the study 1 is to study the influence of the positive/negative ratio of consumer reviews (3:1, 2:2, 1:3) on consumer's product liking and purchase intention, then to examine the moderator of price (high price vs. low price). The results of the experiment show that when price is high, the ratio of consumers' review is 3:1 can raise the consumers' product liking and purchase intentions. The ratio of positive/negative consumers' review is 1:3 can reduce the product liking and purchase intentions. The study 2 is to examine the impact of existence of consumer reviews which includes three conditions (one positive review, one negative review and no review at all) on consumer perceived risk and purchase intentions, then to examine the moderator of product knowledge (high vs. low). The result support the moderating effects of product knowledge on the consumers' review and perceived risk and purchase intentions.