The Impact of Purchase Types on Consumer’s Polarized Product Opinions

EasyChair Preprint no. 5971

Abstract

This research examines the impact of purchase types on consumer's purchasing decision while the product exhibits polarizing reviews. The authors propose when facing a higher level of polarized review, consumers are less likely to make an experiential purchase(vs. material purchase). This effect is driven by the higher perceived risk that is associated with experiential purchase. Our study will contribute to the word of mouth research and extend the research in the field of purchase type. Moreover, our work will provide practical implications for marketing managers to help them improve their product quality and manage the mixed feedback from consumers.

Keyphrases: purchase types, review polarization, word-of-mouth

@Booklet{EasyChair:5971,
  author = {Meichen Dong and Yunmei Kuang and Wei Chen},
  title = {The Impact of Purchase Types on Consumer’s Polarized Product Opinions},
  howpublished = {EasyChair Preprint no. 5971},

  year = {EasyChair, 2021}}