The impact of accessibility of mobile devices on the intention to post online reviews
- Authors
- Han, Jeongsoo; Jun, Mina
- Issue Date
- Sep-2021
- Publisher
- Emerald Group Holdings Ltd.
- Keywords
- Accessibility; Mobile devices; Online review; Review-posting behavior; Social exchange theory
- Citation
- European Journal of Management and Business Economics, v.30, no.3, pp 386 - 398
- Pages
- 13
- Journal Title
- European Journal of Management and Business Economics
- Volume
- 30
- Number
- 3
- Start Page
- 386
- End Page
- 398
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146374
- DOI
- 10.1108/EJMBE-07-2020-0185
- ISSN
- 2444-8451
2444-8494
- Abstract
- Purpose: The purpose of this paper is to investigate how the characteristic of mobile devices, particularly high accessibility, influences a consumer's intention to post an online review depending on the valence of consumption experiences. Design/methodology/approach: This paper employs a between-subject design of experimental study based on different scenarios with 378 participants. A pretest is conducted to confirm that participants perceive the experimental scenarios as intended prior to proceeding with the main experimental study. Findings: The authors’ experimental analysis shows that the intention to post a review of extreme positive and negative experiences is significantly higher when the level of accessibility for review-posting is high. By contrast, the intention to post a review of neutral consumption experiences is neither higher nor lower regardless of the level of accessibility. Originality/value: The findings of this paper contribute to a better understanding of online reviews by demonstrating how high accessibility for review-posting have differential influences on the intentions to post online reviews depending on the valence of consumer experiences. The findings provide important theoretical and managerial implications. © 2021, Jeongsoo Han and Mina Jun.
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