2018review|112 次引用
Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions
Iryna Pentina, A. Bailey, Lixuan Zhang
Journal of Marketing Communications, vol. 24, pp. 125 - 145
通俗摘要
This research examines what makes Yelp reviews persuasive by analyzing the effects of reviewer-reader similarity, positive versus negative messaging, and individual psychological orientation. The study finds that reviews from similar sources are more persuasive, and negative reviews tend to carry more weight. However, the reader's motivational focus significantly moderates these effects. The findings offer practical insights for platforms seeking to enhance review usefulness.
Key Findings
- Source similarity between reviewer and reader significantly enhances the persuasiveness of online reviews
- Negative reviews are generally perceived as more credible and diagnostic than positive reviews
- Receiver regulatory focus (promotion vs. prevention) moderates the impact of review valence on persuasiveness
- The interaction of source characteristics and message framing produces differential effects on review effectiveness
研究领域
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