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How Does Star Rating Influence Consumers’ Purchase Intention: The Roles of Brand Image and Rating Volume?

In: Digital Economy Post COVID-19 Era

Author

Listed:
  • Arun Saxena

    (OP Jindal Global University)

  • Diptiman Banerji

    (OP Jindal Global University)

Abstract

The large volume of consumer reviews is useful for online shoppers trying to evaluate products when shopping. However, a section of shoppers does not have the motivation or the skills to analyze these reviews. Star rating and rating volume provide an easy way to evaluate products, at least in the initial stage of purchase decision-making. This research studied how shoppers perceive rating and volume and the influence of these factors on shoppers’ brand image of the product and purchase intention. The study using experiments evaluated the influence of low and high ratings on brand image and purchase intention, followed by the moderation effect of volume on these relationships. The study found a positive relationship among star rating, brand image, and purchase intention. The moderation effect of volume was significant for rating and brand image relationships alone.

Suggested Citation

  • Arun Saxena & Diptiman Banerji, 2023. "How Does Star Rating Influence Consumers’ Purchase Intention: The Roles of Brand Image and Rating Volume?," Springer Proceedings in Business and Economics, in: Prashant Mishra & Ashu Sharma & Sayantan Khanra & Sumit K. Kundu & Sushanta Kumar Mishra (ed.), Digital Economy Post COVID-19 Era, chapter 0, pages 245-260, Springer.
    • Handle: RePEc:spr:prbchp:978-981-99-0197-5_15
    DOI: 10.1007/978-981-99-0197-5_15
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