A Model of Source Similarity Impact on Purchase Intention For Online Reviews

Charles Gengler, American University of Sharjah
Daniel Howard, Southern Methodist University, USA
Liwei He, Baruch College, USA
Online reviews are a major form of consumer-to-consumer communication. We develop and demonstrate a model of how perceived similarity with a consumer posting a review online will drive the persuasiveness of that review. The model is tested using the names of reviewers as stimulus to manipulate similarity.
[ to cite ]:
Charles Gengler, Daniel Howard, and Liwei He (2014) ,"A Model of Source Similarity Impact on Purchase Intention For Online Reviews", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 784-784.