Examining the role of online reviews in Chinese online group buying context: The moderating effect of promotional marketing

Abstract

Given the rapid growth of online group buying (OGB) market in China, this study was designed to examine the influencing mechanism of online reviews on Chinese consumers' purchase intention in OGB context. A comprehensive model was developed based on technology acceptance model (TAM) and information adoption model (IAM). The construct named overall reviews was included in the research framework along with the variables from TAM and IAM. Promotional marketing (PM) was expected to play a moderating role between online reviews and consumers' purchase intention. A quantitative study was conducted, and data were collected using a survey. To test the conceptual model's hypotheses, Amos 18.0 was applied to estimate the structural equation model (SEM). The results indicate that review quality and reviewer characteristics have significant relationships with consumers' perceived credibility and usefulness of an online review, which in turn to influence their purchase intention. Overall reviews proposed in this study also have significant effects on purchase intention. Furthermore, low-interest promotional marketing group act more rational purchase behavior than high group. Specific practical and theoretical implications and study limitations are discussed based on the results.