It’S Not Necessarily What You Say, But Who You Are That Matters! Effect of Identity Awareness and Review Quality

An experiment was carried out to test whether identity awareness (virtual identities vs. real-life identity) and review quality changed the purchase and sharing intentions of consumers. Results show that when interacting in a community such as Facebook, in which users typically reveal their real-life identity, low-quality product reviews can have a profound effect on the purchase intentions of consumers.



Citation:

Cheng-Hsi Fang (2015) ,"It’S Not Necessarily What You Say, But Who You Are That Matters! Effect of Identity Awareness and Review Quality", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 321-321.

Authors

Cheng-Hsi Fang, Chien Hsin University of Science and Technology, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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