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

Article


Han, J. and Jun, M. 2021. The impact of accessibility of mobile devices on the intention to post online reviews. European Journal of Management & Business Economics. 30 (3), pp. 386-398. https://doi.org/10.1108/EJMBE-07-2020-0185
TypeArticle
TitleThe impact of accessibility of mobile devices on the intention to post online reviews
AuthorsHan, J. and Jun, M.
Abstract

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.

KeywordsOnline review; Mobile devices; Accessibility; Social exchange theory; Review-posting behavior
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
LanguageEnglish
JournalEuropean Journal of Management & Business Economics
ISSN2444-8451
Electronic2444-8494
Publication dates
Online28 May 2021
Print20 Sep 2021
Publication process dates
Submitted12 Jul 2020
Accepted04 Jan 2021
Deposited27 Oct 2023
Output statusPublished
Publisher's version
License
Copyright Statement

© Jeongsoo Han and Mina Jun. Published in European Journal of Management and Business Economics.
Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Digital Object Identifier (DOI)https://doi.org/10.1108/EJMBE-07-2020-0185
Web of Science identifierWOS:000754764200006
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