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Article

The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective

College of Business & Economics, Chung-Ang University, 84 Heukseok-ro, Seoul 06974, Korea
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Author to whom correspondence should be addressed.
Academic Editors: Shib Sankar Sana and Sweety Sadhukhan
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1517-1536; https://doi.org/10.3390/jtaer16050085
Received: 4 April 2021 / Revised: 28 April 2021 / Accepted: 30 April 2021 / Published: 8 May 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
Online reviews help consumers make informed product choices by serving as a valuable source of information for a buying decision. However, consumer’s situational constraints such as time pressure or purchase uncertainty negatively impact the way in which buyers evaluate and use online reviews, reducing their effectiveness. This study examines the influence of situational constraints, namely perceived time pressure and purchase uncertainty, on consumers’ evaluation and use of online reviews for information search. This empirical study used an online survey to collect data from 560 Amazon Mechanical Turk users. Findings indicate that both perceived time pressure and perceived purchase uncertainty are positively associated with heuristic processing of online reviews but negatively associated with systematic processing of online reviews. Moreover, while both heuristic and systematic information processing increased buyers’ self-confidence in their purchase decisions, systematic processing led to greater buyer self-confidence than did heuristic processing. This study concludes with a discussion of practical and academic implications, as well as future research directions. View Full-Text
Keywords: time pressure; buyer uncertainty; situational constraints; online reviews; information search; heuristic-systematic model; consumer behavior time pressure; buyer uncertainty; situational constraints; online reviews; information search; heuristic-systematic model; consumer behavior
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MDPI and ACS Style

Lee, J.; Hong, I.B. The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1517-1536. https://doi.org/10.3390/jtaer16050085

AMA Style

Lee J, Hong IB. The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1517-1536. https://doi.org/10.3390/jtaer16050085

Chicago/Turabian Style

Lee, Jieun; Hong, Ilyoo B. 2021. "The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1517-1536. https://doi.org/10.3390/jtaer16050085

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