Merchandising/Marketing/Retailing: Management

Congruence Effects in Online Customer Reviews: The Mediating Role of Perceived Information Relevance

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Abstract

This study investigated how a congruence between a message appeal of online reviews and shopping orientation affects perceived information relevance and, in turn, leads to purchase intention. This study also examined the direct and indirect effects of cumulative satisfaction and perceived risk on purchase intention. An online experiment was conducted with 496 U.S. participants. The congruence effect of online reviews and shopping orientation was significant when participants held utilitarian orientations. The relationship between congruence and purchase intention was fully mediated by perceived information relevance. The effect of perceived relevance on purchase intention was stronger when participants had high satisfaction with the e-tailer. This study extends the knowledge of online reviews from the perspective of congruence and information relevance.

Keywords: Information Relevance, Congruence, Consumer, Online Review

How to Cite:

Lee, G. & Kim, H., (2020) “Congruence Effects in Online Customer Reviews: The Mediating Role of Perceived Information Relevance”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12037