Effects Of The Repeated Reviews Order On Consumere's Purchase Intention

With the continuous improvement of online comment systems in e-commerce website, some websites support consumers posting additional reviews. Additional reviews not only meet the needs of consumers to supplement or amend their views, but also provide consumers with more comprehensive and accurate product information.Through a systematical review of online review related research, it was found that most of literature studied one-time reviews, but few studies focused on repeated reviews. Meanwhile, research perspective mainly included the number of online reviews, valence, rating and so on, but hadn't considered the location of the online reviews. Therefore, based on the above two points, and combined the theory of order effects, this paper will study the influence of reviews order in repeated reviews on the consumer purchase intention. At the same time, this research will also discuss the moderating effects of the product involvement of consumers on the relationship between reviews order and purchase intention.In order to verify the research model and hypotheses, this paper conducts a 2 (reviews order: positive original review/ negative additional review vs. negative original review/ positive additional review) x 2(consumer product involvement: high product involvement vs. low product involvement) scenario experiment to collect data. The result of experimental data analysis shows that the order of positive reviews and negative review in repeated reviews will influence the consumer purchase intention, and the product involvement of the consumers could moderate the relationship between reviews order and purchase intention. Specifically,(1) compared to the original reviews, additional reviews will have a greater impact on the consumer purchase intention; (2) under the situation of positive/ negative reviews sequence, consumers with high product involvement will have a higher purchase intention than consumers with low product involvement; (3) under the situation of negative/ positive reviews sequence, consumers with low product involvement will have a higher purchase intention than consumers with high product involvement.This paper also provides management implications to e-commerce platform, retailers and consumers.