Publication
Understanding the influence of online review valence and volume on consumer purchase decisions for dermo-cosmetic products in Germany: boosting product line a in online channels in Germany
| Summary: | This thesis examines how online review valence and volume shape consumer purchase intentions in the dermo-cosmetic sector in Germany. Anchored in the Elaboration Likelihood Model, a 2×2 between-subjects experiment shows that review volume significantly enhances purchase likelihood, while valence alone exerts limited or even adverse effects in low-volume settings. Findings suggest consumers rely on volume as a peripheral cue under low-involvement conditions. The results offer practical implications for e-commerce strategy, emphasizing the importance of review quantity over sentiment in driving conversions. |
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| Main Authors: | Dilje, Lea Viktoria |
| Subject: | Online reviews Review valence Review volume Dermo-cosmetics Purchase decisions CEMS MIM |
| Year: | 2025 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | This thesis examines how online review valence and volume shape consumer purchase intentions in the dermo-cosmetic sector in Germany. Anchored in the Elaboration Likelihood Model, a 2×2 between-subjects experiment shows that review volume significantly enhances purchase likelihood, while valence alone exerts limited or even adverse effects in low-volume settings. Findings suggest consumers rely on volume as a peripheral cue under low-involvement conditions. The results offer practical implications for e-commerce strategy, emphasizing the importance of review quantity over sentiment in driving conversions. |
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