The impact of online review variance of new products on consumer adoption intentions.

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Date: Nov. 2021
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 210 words

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Abstract :

Keywords Online review variance; Product newness; Cultural values; Consumer adoption intentions Highlights * Product newness and review variance interact on consumers' adoption intentions. * Risk and uniqueness perceptions are the mechanisms of the interaction effect. * Indulgent and restrained culture moderate the interaction effect. Abstract Contributing to the literature on online review variance, we investigate consumer adoption intentions in three studies looking at various perspectives regarding new products. Study 1 demonstrates that really new products (RNPs) with low review variance lead to higher adoption intentions, while incrementally new products (INPs) with high review variance lead to higher adoption intentions. Study 2 shows that risk perceptions and uniqueness perceptions are the mechanisms underlying the interaction effect between product newness and online review variance. Study 3 considers cultural values to explore the premise's boundary, finding that indulgent consumers tend to prefer INPs with high variance reviews while restrained consumers are more likely to adopt RNPs with low variance. These findings offer theoretical and managerial implications for managing the online review variance of new products. Author Affiliation: School of Business, Jiangnan University, China * Corresponding author. Article History: Received 30 January 2020; Revised 3 July 2021; Accepted 6 July 2021 Byline: Yuanyuan Wu, Tianjiao Liu, Lefa Teng [lefateng@jiangnan.edu.cn] (*), Hui Zhang, Chenxin Xie

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Gale Document Number: GALE|A675304512