I Can't Believe Online: A Study on How Negative Reviews Move Online Shoppers to the Offline Channel
Hyo-jeong Kim a, Sang man Han b,*
a Business Administration of Sungkyunkwan University, South Korea
b Professor of Sungkyunkwan University, South Korea
Abstract
Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decisionmaking, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by which consumers who saw negative online reviews feel distrust of online shopping and go to offline stores. It provides implications for understanding the migration phenomenon of online shoppers to offline channels and what strategies should be prepared to retain and attract customers to each channel.
Keywords: Webrooming, Need for touch, Online review
Recommended Citation:
Kim, Hyo-Jeong and Han, Sang man (2022) "I can’t believe online. A study on how negative reviews move online shoppers to offline channel," Asia Marketing Journal: Vol. 24 : Iss. 1, Article 3. Available at: https://doi.org/10.53728/2765-6500.1585
Summary
- 본 연구는 온라인 쇼핑에 대한 불신이 온라인 소비자가 오프라인 채널로 이동하는 웹루밍 의도를 증가시킨다고 가정하고 연구를 진행
- 소비자는 온라인 리뷰와 판매자 정보를 확인하여 구매 신뢰도를 높이는데, 부정적인 온라인 리뷰에 대한 연구가 충분히 이루어지지 못함
- 기존 연구 결과와 달리 본 연구는 부정적인 온라인 리뷰가 소비자로 하여금 온라인 쇼핑에 대한 불신을 느끼게 하고 오프라인 매장으로 이동하게 하는 메커니즘을 설명
- 온라인 소비자가 오프라인 채널로 이동하는 현상을 이해하고 각 채널로 고객을 유치하고 유지하기 위해 어떤 전략을 준비해야 하는지에 대한 시사점을 제공
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