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Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Effect of Product Reviews on the Purchase Intent of Bundled Products
verfasst von : Patrick Fennell, Chatt Pongpatipat
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
Product ratings and reviews have become effective tools, providing consumers information about the consumption experience without the actual purchase (Herr et al. 1991; Chatterjee 2001). Although much attention has been paid to the influence of product ratings on perceived quality and purchase intentions (Liu 2006), no research has examined their effects in the context of bundles. Since bundling has become a common practice (Brough and Chernev 2012; Harris and Blair 2006), providing a better understanding of how product reviews affect purchase intentions would seem important. This research investigates whether consumer purchase intentions improve when individual product ratings in a bundle increase.