Abstract
AbstractNumerous studies have investigated the effects of conflicting online reviews on purchase intention. However, only a few studies have focused on the effects from a product attributes perspective. The present study seeks to investigate the role of conflicting online reviews between two different attributes in online consumption scenario that can bridge this gap. Across two experiments, the findings revealed that compared with a medium evaluation, conflicting extreme evaluation reviews between two different attributes decrease consumers' purchase intentions; cognitive dissonance functions as a psychological mechanism. Consumers with prevention focus experience a greater cognitive dissonance when faced with conflicting reviews than those with a promotional focus. The conclusions would provide tremendous implications for academic research and future enterprise practice.
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