The effect of the language an online review is written in A quantitative study on the influence of language on the relationship between review valence and purchase intention
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2021-03-08
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en
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Abstract
The purpose of this research is to find out how the relationship between review valence and purchase intention is influenced by reading an online review in one’s first or a second language. The study focuses on the research question “What is the effect of an online review’s language on the relationship between review valence and purchase intention?”.
An online 2x2 experiment was conducted among 260 respondents with Dutch as their first language. Respondents were randomly assigned to one of four conditions in which they saw either Dutch or English reviews which were either positive or negative. The experiment tested the change in purchase intention before and after reading the reviews.
Analyses were conducted to see how the change in purchase intention differs across the experimental conditions. The results of the experiment showed a positive relationship between review valence and purchase intention. The negative influence of negatively valenced reviews is bigger than the positive effect of positive reviews, referred to as the negativity effect. No significant effect of whether the reviews were written in the respondents’ first or second language was found in this research.
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Faculteit der Managementwetenschappen