Prior to making purchase decisions, most consumers have the tendency to read online product reviews to seek information on a product in order to reduce the uncertainty and risk in online shopping. Researchers and practitioners are aware that online produce reviews have an impact on consumer purchase decisions. However, little research has been done to investigate the potential effects of online produce reviews on purchase decisions. This study explores the relationships between online produce reviews and purchase decisions, and uses the elaboration likelihood model to explain how level of cognitive need and product knowledge moderate these relationships. Results of a laboratory experiment indicate that both the quality and quantity of online product reviews affect consumers' perceived usefulness and perceived value of the product, which in turn affect their purchase intentions. In addition, both cognitive need and product knowledge can moderate the reviews quality-perceived usefulness relationship, and product knowledge can moderate the reviews quality-perceived value relationship. These findings have implications for online sellers about how to manage online consumer reviews.
