What about “U”? The influence of positive online consumer reviews on the individual's perception of consumption benefits

Abstract

PurposeThis study examines the influence that the positive valence intensity of online consumer reviews (OCRs) has on the benefits that individuals perceive they have derived from consumption. A distinction is made based on whether the performance obtained during the consumption was high or low, that is, whether the product/service met the objectives set by the consumer.Design/methodology/approachThe study is a between-subjects experiment with two manipulations: the positive valence intensity of OCRs (highly positive vs neutral-indifferent) and the performance obtained by the consumer (high vs low). The manipulations were measured on 11-point Likert-type scales, the lowest perception being scored at 0 (strongly disagree) and the highest at 10 (strongly agree). A total of 249 useable questionnaires were returned.FindingsThe results demonstrated that the influence of positive OCRs on the consumer's perception of consumption benefits follows concave curvilinear functional forms for low performance (inverted U-shaped) and convex for high performance (U-shaped). Thus, highly positive OCRs not corroborated by performance lead to negative perceptions, whereas neutral-indifferent OCRs verified by performance create positive perceptions.Originality/valueThis study goes beyond the immediate influence of positive OCRs on purchases and argues that their influence remains important for the individual's final perception of the consumption benefits that she/he, in the event, received. In addition, the results of the present study show that OCRs are important reference points from which individuals make social judgments and comparisons during consumption. Finally, this study provides theoretical and empirical support to explain the U-shaped functional forms associated with the influence of OCRs.