Shoppers’ intention to provide online reviews: the moderating role of consumer involvement

Abstract

With an increase in e-commerce activity, online reviews have become a pertinent source of information for shoppers. Existing research is limited to examining select predictors of shoppers' intention to write reviews; however, there exists a gap in deciphering the role of review involvement in intention to write reviews. The present study pertains to the influence of the usefulness of site and product, and shoppers' satisfaction, and also on the intention to write reviews online. Besides this, the article also explores the moderating role of review involvement on the relationship between shopper satisfaction and their intention to post reviews. The study reveals a few interesting and counter-intuitive findings that add to literature and practice in understanding online review posting behaviour. Theoretical and managerial implications based on the findings are also presented.