The effect of inconsistent online reviews on customers' purchase intention in e-commerce: A psychological distance perspective

Inconsistent online reviews, which affect customers' purchase intention, are gaining increasing attention. In this paper we analyzed the mechanism of inconsistent online reviews that are posted by the same reviewer on customers' purchase intention. Our research was based on a psychological distance theory perspective, specifically in three dimensions: temporal distance, social distance, and hypothetical distance. Our findings were as follows: First, inconsistent online reviews had a significant negative effect on customers' purchase intention, and product type (experience vs. search) played a moderating role. Second, when customers faced inconsistent online reviews, temporal, social, and hypothetical distance significantly affected their purchase intention but this differed according to product type. The effect of temporal distance was more significant for a search product than it was for an experience product; however, social distance and hypothetical distance had more significant effects for the experience product. Our research conclusions enrich the literature on online reviews and provide suggestions for sellers on e-commerce platforms to manage inconsistent reviews according to product type.