| Abstract: |
This research study examined how the number of reviews, review scores product
involvement, and product review valence affect consumers' shopping decisions.
Specifically, two online experiments were conducted to examine how product
review scores interact with the number of reviews, product involvement, and
review valence in affecting bandwagon perceptions and purchase intention. A
mock website that displays products and product review metrics was constructed
for the purpose of the research. The findings suggest that product review
scores, and their interaction with product involvement and review valence,
influenced consumers' shopping decisions. |