The objective of this study is to understand and explain consumer motivation for intention and use purchase behavior after reading reviews posted on a review website for experience products on a review website not owned by the company being rated. Consumers are more influenced by online ratings for experience products than search products. Experience products cannot be inspected before purchase such as a repair service. This can include search products and experience products. Search products can be inspected before purchase such as an electronic appliance. Also, there are different types of products that can be rated on recommendation websites. Online reviews can be posted on company websites rating particular products or on websites that rate products or companies that are not owned or controlled by the company that is being rated. Some companies even hire others to post positive online reviews about the company.
On websites that companies control, companies retain the right to remove consumer reviews.
Apology responses to negative consumer reviews are deemed more effective than denial responses to negative consumer reviews. Companies that are rated online often are concerned about their online consumer reviews and develop different approaches toward responding to negative consumer reviews. One study reports that 90% indicate that positive online consumer reviews influence their purchase decisions while slightly less at 80% indicate that negative online consumer reviews influence their purchase decisions. Different types of online reviews have different influences on consumer purchase decisions.
Keywords: Yelp, Online consumer reviews, Electronic word of mouth, Intentions, Behaviors, Trust, Knowledge, Internet experienceĬonsumers perceive online reviews as useful. Companies should consider trust-building approaches when responding to negative comments to reassure the consumer that the company is a reputable company and would not engage in fraudulent practices of posting fraudulent positive reviews. Brand managers or e-commerce managers should respond to the negative reviews posted on Yelp in order to reassure those who read the reviews about the trustworthiness of the company. We recommend that companies can benefit by claiming the website of their company on Yelp. Correct knowledge of online review fraud and those who previously wrote Yelp reviews were each associated with increased behavior. Our results found that increased brand trust and increased number of reviews read were each associated with both increased intentions and behavior. College students (n=617) were surveyed about demographics, trust, knowledge about online review fraud, and Internet experience. We study a number of variables to determine associations with intentions to use Yelp and also behavior of use of a service or purchase of a product after reading Yelp reviews. The limited scholarly literature on Yelp indicates that under certain conditions consumers will value the review and recommend the reviewed vendor to others. Intentions to Use the Yelp Review Website and Purchase Behavior after Reading Reviewsġ Brooklyn College of the City University of New York, Department of Business Management, Brooklyn, NY, USA, Brooklyn College of the City University of New York, Department of Business Management, Brooklyn, NY, USA, is a popular online consumer review website.
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