Reading of online reviews across different product types by Generation Y consumers/ created by Jan Møller Jensen and Laura Pizzamiglio

This study examines the frequency and purposes of reading online reviews among Generation Y consumers across different product types. It analyses how the propensity of online review reading is affected by product relevance, perceived risk and brand commitment. Data were obtained using an internet-based questionnaire administered to 155 respondents recruited from the authors' social networks. We find that online reviews are very popular information sources, both prior to purchasing a product and as an ongoing activity motivated by fun and curiosity. It also emerges that online review reading is more widespread for experience products than for search and credence products, and more common for services compared to more tangible, physical products. The findings support the hypotheses that online review reading is positively affected by perceived product relevance and by perceived risk, and negatively affected by brand commitment. The paper closes with a discussion of the theoretical and managerial implications.