Reading of online reviews across different product types by Generation Y consumers Online publication date: Thu, 05-Jan-2017
by Jan Møller Jensen; Laura Pizzamiglio
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 4, 2016
Abstract: This study examines the frequency and purposes of reading online reviews among Generation Y consumers across different product types. It analyses how the propensity of online review reading is affected by product relevance, perceived risk and brand commitment. Data were obtained using an internet-based questionnaire administered to 155 respondents recruited from the authors' social networks. We find that online reviews are very popular information sources, both prior to purchasing a product and as an ongoing activity motivated by fun and curiosity. It also emerges that online review reading is more widespread for experience products than for search and credence products, and more common for services compared to more tangible, physical products. The findings support the hypotheses that online review reading is positively affected by perceived product relevance and by perceived risk, and negatively affected by brand commitment. The paper closes with a discussion of the theoretical and managerial implications.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook