This study explores the influence of online reviews on technology adoption, focussing on usage behaviours. A model based on dual-process theory is proposed to investigate the mechanisms through which online review cues (framing style and consumption context) influence technology adoption.
The study employs a 2 × 2 between-subject, full-factorial, scenario-based experiment based on online review framing style and consumption context, using two independent studies. Study 1 (n = 120) examines the influence of review framing style and consumption context on adoption intention, and Study 2 (n = 328) investigates the mediating roles of herding behaviour and mindfulness.
The results suggest that online review framing style, with respect to the consumption context, improves review effectiveness in influencing consumers’ technology adoption decisions. Additionally, the effect of online reviews on adoption intentions is significantly mediated by herding behaviour and mindfulness.
This study contributes to the literature by examining how framing styles in online reviews influence technology adoption. It identifies boundary conditions for review framing effectiveness and integrates dual-process theory, highlighting herding and mindfulness as mediators in consumer decision-making.
This study presents a novel approach by employing dual-process theory to understand how online review cues influence technology adoption. It offers a unique perspective on the strategic management of online reviews in the digital marketplace.
