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Journal of Emerging Trends in Computing and Information Sciences >> Call for Papers Vol. 8 No. 3, March 2017

Journal of Emerging Trends in Computing and Information Sciences

Online Reviews and Pre-Purchase Cognitive Dissonance: A Theoretical Framework and Research Propositions

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Author Shih Yung Chou
ISSN 2079-8407
On Pages 199-204
Volume No. 3
Issue No. 2
Issue Date February 01, 2012
Publishing Date February 01, 2012
Keywords Online reviews, cognitive dissonance, purchase decision.


Abstract

Online review systems have been widely used by online consumers to facilitate purchase decisions. Existing research has demonstrated the impact of online reviews on e-commerce outcomes such as business profitability and purchase intentions. Little attention, however, has been paid to the relationship between online reviews and a consumer’s internal beliefs of an online retailer in the pre-purchase stage and how this relationship affects the consumer’s purchase decision. Therefore, this study applies the theory of cognitive dissonance and develops a theoretical framework that analyzes these relationships. The framework offered by this study may help increase the understanding of online consumer behavior.  

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