Publication Type
Conference Proceeding Article
Publication Date
1-2018
Abstract
Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.
Keywords
Reference group influence, Informational influence, Utilitarian influence, Value-expressive influence, Online consumer reviews, Brand trust, Brand choice
Discipline
E-Commerce | Marketing
Research Areas
Marketing
Publication
Proceedings of the 18th International Conference on Electronic Business, Guilin, China, 2018 December 2-6
First Page
1
Last Page
5
ISBN
ISSN:1683-0040
Publisher
The International Consortium for Electronic Business (ICEB)
City or Country
China
Citation
LUI, Patricia.
Influence of online consumer reviews on brand choice. (2018). Proceedings of the 18th International Conference on Electronic Business, Guilin, China, 2018 December 2-6. 1-5.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6220
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.