Complimentary competition: The impact of positive competitor reviews on review credibility and consumer purchase intentions |
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| Institution: | 1. The Graduate School of Business Administration, Bar-Ilan University, Ramat-Gan, 5290002, Israel;2. The College of Law and Business, Ben Gurion 26, Ramat Gan, Israel;3. Sagol School of Neuroscience, Tel Aviv University, Tel Aviv, 6997801, Israel;1. Hanyang School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul, 04763, South Korea;2. 312K College of Business, University of Central Arkansas, 201 Donaghey Ave, Conway, AR, 72035, USA;1. Marketing, Indian Institute of Management Calcutta, India;2. Marketing, Department of Strategy and Management, NHH Norwegian School of Economics, Bergen, Norway;3. Digital Innovation for Growth (DIG), NHH Norwegian School of Economics, Bergen, Norway;4. Marketing, Indian Institute of Management, Ahmedabad, India;1. Business School, University of Shanghai for Science and Technology, 334 Jungong Road, Yangpu District, Shanghai, 200093, China;2. School of Economics and Management, Tongji University, 1239 Siping Road, Yangpu District, Shanghai, 200092, China;1. Energy Environment Policy and Technology, Graduate School of Energy and Environment (KU-KIST Green School), Korea University, 145 Anam-ro, Sungbuk-gu, Seoul, Republic of Korea;2. Policy Department, Korea Institute of Science and Technology, 5, Hwarang-ro 14-gil, Seongbuk-gu, Seoul, 02792, Republic of Korea;3. Department of Industrial and Management Systems Engineering, Department of Big Data Analytics, Kyung Hee University, 1732 Deogyeong-daero, Giheung-gu, Yongin, Gyeonggi, 17104, Republic of Korea;4. College of Business, Gachon University, 1342 Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do, 13120, Republic of Korea;5. Division of Data and Information Sciences (Major of Big Data Convergence), Pukyong National University, 45, Yongso-ro, Nam-gu, Busan, 48513, Republic of Korea |
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| Abstract: | Online reviews are important decision aids for consumers, but not all reviews are perceived as equally credible, which may hinder consumer decisions. This research identifies positive competitor reviews as a novel source of credible reviews. A pre-test and four studies show that consumers perceive positive reviews written by competitors as more credible than similar consumer-generated reviews. This is because, compared to lay consumers, competitors are perceived as less likely to be compensated for their positive reviews. Positive competitor views, in turn, elicit greater intentions to purchase the reviewed product. Positive competitor reviews are expected to contribute to a “coopetitive” environment. |
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| Keywords: | Online reviews Credibility Competition “Coopetition” |
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