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ISSN : 1229-8778
This study was performed to examine how consumer self-construal (independent vs interdependent) affects attitude toward and word-of-mouth intention for the product presented with online reviews consisting of either positive and negative information (coexistence review) or neutral information (neutral review). Results indicate that product attitude and word-of-mouth intention of independent self participants were better for the product with coexistence reviews than neutral reviews. However, product attitude and word-of-mouth intention of interdependent self participants were better for the product with neutral reviews than coexistence reviews. Based on these findings, theoretical and practical implications of the moderating role of self-construal in online situations and the need for the future research were discussed.
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