A study examining the effects of review valence and spelling mistakes in a review on webroomers’ choice confidence, in-store, mediated by a review’s trustworthiness
in affecting webroomers’ choice confidence, in-store?
University of Groningen
Faculty of Economics and Business Msc. Marketing Management M. (Mick) Ordelman
S3168751
• Introduction • Central question • Conceptual models • Research design • Survey design • Sample • Results
• Conclusions and recommendations • Recommendations for future research
Introduction
Webrooming: shoppers seek information online and buy offline (Verhoef et al., 2017) • Increase in-store due to development of mobile technologies (Flavián et al., 2016) • Choice confidence
• Online consumer reviews (unbiased and reliable)
• Information credibility is predictor of adopting an OCR or not (Mcknight and Kacmar, 2002)
• Most important cue that people use to assess review trustworthiness is the a way a message is presented (Schindler and Bickart, 2012) • Lack of information with regard to the role of review valence and spelling mistakes in a review on a review’s trustworthiness.
Problem statement:
• Hard to gain control over in-store webrooming
Central question: How do review valence and spelling mistakes in a review affect
webroomers’ choice confidence, in-store, and is this effect mediated by the review’s
Research design
Survey design
Stimuli
Sample
* Model is significant (F = 3,722, p < ,05) 1: Positive without spelling mistakes
2: Positive with spelling mistakes 3: Negative without spelling mistakes 4: Negative with spelling mistakes
* Model is insignificant (p > ,05)
Results (3): Full model
Conclusions and recommendations
The findings offer insights on the relationships of review valence, spelling mistakes in a review and review trustworthiness with in-store webroomers’ choice confidence
• Negative reviews are perceived as more trustworthy
• Spelling mistakes in a review decrease the review’s trustworthiness
• Review trustworthiness does not affect webroomers’ choice confidence, in-store
Recommendations for future research
• Use a real store when conducting a similar research • Option to choose between products
• Test the effect of reading multiple reviews • Use (a) different product(s)
