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The Impact of Purchase Types on Consumer’s Polarized Product Opinions

EasyChair Preprint no. 5971

3 pagesDate: June 30, 2021


This research examines the impact of purchase types on consumer's purchasing decision while the product exhibits polarizing reviews. The authors propose when facing a higher level of polarized review, consumers are less likely to make an experiential purchase(vs. material purchase). This effect is driven by the higher perceived risk that is associated with experiential purchase. Our study will contribute to the word of mouth research and extend the research in the field of purchase type. Moreover, our work will provide practical implications for marketing managers to help them improve their product quality and manage the mixed feedback from consumers.

Keyphrases: purchase types, review polarization, word-of-mouth

BibTeX entry
BibTeX does not have the right entry for preprints. This is a hack for producing the correct reference:
  author = {Meichen Dong and Yunmei Kuang and Wei Chen},
  title = {The Impact of Purchase Types on Consumer’s Polarized Product Opinions},
  howpublished = {EasyChair Preprint no. 5971},

  year = {EasyChair, 2021}}
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