Book

Description

High-low product involvement and high-low consumer expertise has impact on factor of online review (quality, quantity, and credibility) significantly and it has the effect on purchase intention of the consumer. The study created conceptual Model, which is adopted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but quantity of review on intention to purchase didn’t differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of review didn’t differ on the purchase of intention under low involvement and low expertise situation.