Abstract
BACKGROUND: The proliferation of ICT has transformed customers’ buying patterns. The organic consumption patterns based on online consumers’ reviews were reviewed through moderated mediation model. This research paper examines the mediating role of consumer attitude in the relationship between online consumers’ reviews and organic consumption. It further examines, if perceived irritation moderates this effect. METHODS: Data were collected from 287 respondents who were experienced in online buying of organic products. Applied the PROCESS macros in IBM SPSS Statistics 23 to assess latent hypothesized relationships. IMPLICATIONS: These results have urged marketers to reconsider their strategies to treat modern consumers and scheming more artistic web pages braced with social feedback mechanism to stream organic consumption. CONCLUSIONS: The results supported that online consumers’ reviews positively influences organic consumption of Chinese. However, this effect is stronger when perceived irritation of webpages is low.
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