Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory

We examine the interaction efects of linguistic style and verifcation of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specifc), verifed purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The fndings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categories. Variations in the content style of the reviews have minor infuences on purchase intention. The presence of a VP badge on a review has a negligible infuence on purchase intention across both product categories. Valence-content style and valence-VP badge interactions signifcantly afect purchase intention. Based on these fndings, implications are discussed.