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The Effect of Valence and Layout of Online Reviews on Purchase Intention

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Advances in Usability, User Experience, Wearable and Assistive Technology (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 275))

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Abstract

This study explored the effect of layout mode and the consistency of online reviews valence on a subject’s mental workload in the process of forming purchase intention. An experiment was designed based on the online shopping environment. A total of 15 young adults participated in the experiment and completed the shopping tasks. The results indicated that when forming purchase intention, subjects’ mental workload reduced with positive and negative reviews of contrasting presentation, and the layout mode in which the content-rich reviews were arranged at the front increased subjects’ mental workload.

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Authors and Affiliations

  1. School of Management Science and Real Estate, Chongqing University, Chongqing, 400044, China

    Jintao Luo, Guangji Liao, Weibin Wang & Jia Zhou

Authors
  1. Jintao Luo
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  2. Guangji Liao
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  3. Weibin Wang
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  4. Jia Zhou
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Corresponding author

Correspondence to Jia Zhou .

Editor information

Editors and Affiliations

  1. Institute for Advanced Systems Engineering, University of Central Florida, Orlando, FL, USA

    Tareq Z. Ahram

  2. Doctorate Researcher in Design, Recife-PE, Brazil

    Christianne S. Falcão

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Luo, J., Liao, G., Wang, W., Zhou, J. (2021). The Effect of Valence and Layout of Online Reviews on Purchase Intention. In: Ahram, T.Z., Falcão, C.S. (eds) Advances in Usability, User Experience, Wearable and Assistive Technology. AHFE 2021. Lecture Notes in Networks and Systems, vol 275. Springer, Cham. https://doi.org/10.1007/978-3-030-80091-8_65

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  • DOI: https://doi.org/10.1007/978-3-030-80091-8_65

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-80090-1

  • Online ISBN: 978-3-030-80091-8

  • eBook Packages: EngineeringEngineering (R0)

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