The Sequence Effect of Supplementary Online Comments in Book Sales

The Sequence Effect of Supplementary Online Comments in Book Sales

This paper explores how the sequence of positive or negative comments and the degree of product involvement affect the purchase intention of consumers through a 2 × 2 experiment. The results demonstrated that the sequence of positive or negative supplementary comments will affect the cons...

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Bibliographic Details
Main Authors: Hejie Chen, Qiang Yan, Mengjiao Xie, Duo Zhang, Yepeng Chen
Format: Article
Language:English
Published: IEEE 2019-01-01
Series:IEEE Access
Subjects:
Online comments
sequential effect
purchase intention
primacy effect
recency effect
Online Access:https://ieeexplore.ieee.org/document/8876590/

Internet

https://ieeexplore.ieee.org/document/8876590/

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