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. 研究目的 - 本文旨在探討移動設備的特徵，特別是其高可及性，如何因應消費者的消費體驗效價影響他們在網上發佈評論的意慾。 研究設計/方法/理念 - ：本文採用實驗研究的被試間設計，基於不同情景，並涵蓋378名參與者。研究人員在主要的實驗研究前進行了預先測試、以確認參與者對實驗情景的理解是和預期的一樣。 研究結果 - 我們的實驗分析顯示、當發佈評論的可及性水平是高的時候，消費者發佈關於他們極良好或極負面的消費體驗的評論意慾會顯著提升。相比之下、他們發佈中性消費體驗的意慾則不會因可及性的水平而有所增減。 研究的原創性/價值 - 本文的研究結果有助我們更了解網上的評論，這是由於研究結果顯示了消費者在網上發佈評論的意慾如何因應其消費體驗效價、受發佈評論的高可及性水平影響。這研究結果在理論及管理方面具有重要的意義。