Online review systems have been widely used by online consumers to facilitate purchase decisions. Existing research has
demonstrated the impact of online reviews on e-commerce outcomes such as business profitability and purchase intentions.
Little attention, however, has been paid to the relationship between online reviews and a consumer’s internal beliefs of an
online retailer in the pre-purchase stage and how this relationship affects the consumer’s purchase decision. Therefore, this
study applies the theory of cognitive dissonance and develops a theoretical framework that analyzes these relationships.
The framework offered by this study may help increase the understanding of online consumer behavior.
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Online Reviews and Pre-Purchase Cognitive Dissonance: A Theoretical Framework and Research Propositions
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