In Mobile We Trust: How Mobile Reviews Influence Consumers’ Purchase Intentions

Lauren Grewal, University of Pittsburgh, USA
Andrew T. Stephen, University of Oxford, UK
With sites like TripAdvisor labeling reviews from mobile devices, we examine mobile’s impact on consumers’ perceptions of the review and purchase intentions. Using TripAdvisor data and experiments, we provide evidence for when mobile-written UGC leads to increased perceived effort and when this higher perceived effort leads to greater purchase intentions.
[ to cite ]:
Lauren Grewal and Andrew T. Stephen (2017) ,"In Mobile We Trust: How Mobile Reviews Influence Consumers’ Purchase Intentions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 140-145.