The Effect of Online Review Configurations, Prices, and Personality on Online Purchase Decisions: A Study of Online Review Profiles on eBay

Online reviews have been studied extensively because of their impact on online consumers’ purchase decisions. Little attention, however, has been paid to consumers’ perceptions of online review configurations. This study examines how a consumer's purchase decision is affected by online review configurations. Additionally, researchers analyze whether the purchase decision is affected by price level and personality. Results illustrate that a consumer's purchase decision is affected by the number of reviews only when price level is high. In terms of personality, openness significantly predicts purchase decision when price level is high, whereas neuroticism affects purchase decision when price level is low.

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