The impact of accessibility of mobile devices on the intention to post online reviews

• Jeongsoo Han ^[1] ; Mina Jun ^[2]
  1. [1] Middlesex University

     Middlesex University

     Reino Unido

     
  2. [2] Sookmyung Women’s University, Seoul
• Localización: European journal of management and business economics, ISSN-e 2444-8494, ISSN 2444-8451, Vol. 30, Nº. 3, 2021, págs. 96-108
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • 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