Factors affecting consumers' online product review use

Purpose - The purpose of this study is to examine factors affecting the extent of consumers' use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their decision-making process. It also examines their motives for using OPRs. Design/methodology/approach - The study uses an exploratory qualitative research methodology involving observation and free-flowing face-to-face interviews with consumers who have previously made a purchase online and who read OPRs during the decision-making process. An adaptation of the grounded theory method is used for collection, coding and data analysis. Findings - Findings confirm previously uncovered motives for consumers' use of OPRs. In addition, the findings suggest that two previously unidentified factors influence the extent of consumers' use of OPRs: decision-making drive and decision-making drag. Decision-making drive is a mental momentum created when one or more factors that enhance decision-making readiness are present. This momentum tends to accelerate the decision-making process and shorten the information search process, leading to a reduction in the extent of OPR use. In contrast, decision-making drag is a mental resistance created when one or more factors that impede decision-making readiness are present. This resistance tends to decelerate the decision-making process and lengthen the information search process, leading to an increase in the extent of OPR use. Originality/value - Focused on the pre-consumption phase of eWOM, between the stages of product need recognition and information search, this study is the first to identify decision-making drive and decision-making drag as additional psychological mechanisms affecting the extent of OPR use by consumers. For marketers, understanding these mechanisms has strategic marketing implications that can provide guidance to brands, websites and online review systems.