The impact of accessibility of mobile devices on the intention to post online reviews

Purpose
The purpose of this paper is to investigate how the characteristic of mobile devices, particularly high accessibility, influences a consumer's intention to post an online review depending on the valence of consumption experiences.
Design/methodology/approach
This paper employs a between-subject design of experimental study based on different scenarios with 378 participants. A pretest is conducted to confirm that participants perceive the experimental scenarios as intended prior to proceeding with the main experimental study.
Findings
The authors’ experimental analysis shows that the intention to post a review of extreme positive and negative experiences is significantly higher when the level of accessibility for review-posting is high. By contrast, the intention to post a review of neutral consumption experiences is neither higher nor lower regardless of the level of accessibility.
Originality/value
The findings of this paper contribute to a better understanding of online reviews by demonstrating how high accessibility for review-posting have differential influences on the intentions to post online reviews depending on the valence of consumer experiences. The findings provide important theoretical and managerial implications.

© Jeongsoo Han and Mina Jun. Published in European Journal of Management and Business Economics.
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