Abstract
The current study examines the joint effect of incidental similarity, dispersion, and individuals' cosmopolitanism on customers' attitude and purchase intention in the context of online reviews. A 2×2×2 experimental design is conducted with incidental similarity and dispersion being manipulated and cosmopolitanism being measured. The results indicate that customers high in cosmopolitanism tend to have a more positive attitude towards a restaurant after reading a set of positive reviews written by reviewers with different ethnic backgrounds (i.e., low similarity condition) compared to the reviews written by people with similar ethnic backgrounds. Customers low in cosmopolitanism show a similar attitude and purchase intention across conditions. Further, this pattern is only significant when dispersion is high (vs. low). The theoretical and managerial implications are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
