The study found a positive relationship among star rating, brand image, and purchase intention.
Authors
Arun Saxena, Jindal Global Business School, OP Jindal Global University, Sonipat, Haryana, India.
Diptiman Banerji, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Summary
The large volume of consumer reviews is useful for online shoppers trying to evaluate products when shopping. However, a section of shoppers does not have the motivation or the skills to analyze these reviews. Star rating and rating volume provide an easy way to evaluate products, at least in the initial stage of purchase decision-making.
This research studied how shoppers perceive rating and volume and the influence of these factors on shoppers’ brand image of the product and purchase intention. The study using experiments evaluated the influence of low and high ratings on brand image and purchase intention, followed by the moderation effect of volume on these relationships.
The study found a positive relationship among star rating, brand image, and purchase intention. The moderation effect of volume was significant for rating and brand image relationships alone.
Published in: Mishra, P., Sharma, A., Khanra, S., Kundu, S.K., Mishra, S.K. (eds) Digital Economy Post COVID-19 Era. INDAM 2023. Springer Proceedings in Business and Economics. Springer, Singapore.
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