The objective of the study is to extend the emerging body and scope of research on consumer’s attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer’s attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews. / text

The dynamics of use and adoption of information on various online review platforms remain elusive and complex, indicating the importance of more research on electronic word of mouth (eWOM) and online consumer reviews (OCRs). Existing theoretical models do not fully explicate the role of the influential factors and their interrelations in information adoption. This research offers a more holistic model of information adoption. The Information Adoption Model (IAM) and the Elaboration Likelihood Model (ELM) are utilised as the theoretical foundations for the conceptual model while examining the factors that influence consumers' perceptions of and information adoption decisions from Independent and E-merchants' websites. Information usefulness is employed as a mediator. This research examines various COPs (consumer opinion platforms) by categorising consumers into four groups on the basis of their engagement behaviour and investigating their information adoption decisions. The research undertook quantitative methodology and conducted a survey on 635 respondents from Thailand. All hypotheses were developed and tested using data collected via an online questionnaire and were analysed with Structural Equation Modelling (SEM), with multigroup analysis techniques. Additionally, the research used two step cluster analysis and identified four groups of consumers on the basis of their engagement behaviour Quicker, Explorer, Confidant and Passionate. The findings are 1) A positively significant relationship between information usefulness and information adoption has been approved 2) Consumer adopt different information adoption criteria for different types of COPs 3) Consumers' assessment of different factors of OCRs varies due to the difference in the level of online engagement. The results offer useful implications for marketers by identifying and analysing the criteria that consumers adopt from specific platforms and underlining the effect of the level of consumer engagement on information adoption of OCRs.

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Les avis de consommateurs en ligne (ACL) constituent une forme spécifique de bouche-À-Oreille en ligne, regroupant l’ensemble des informations positives ou négatives, numériques (notes) et textuelles (commentaires), déposées par des consommateurs sur des plateformes Internet de type marchande ou communautaire. Dans cette thèse, nous étudions l'impact des ACL sur les décisions d'achat. Nous considérons deux types d'information (ACL numériques et textuels), deux métriques principales des ACL (la valence ou note moyenne, le volume ou nombre d'avis) et deux niveaux d'analyse (les intentions d'achat, et les décisions d'achat effectives). Quatre études empiriques sur données individuelles et agrégées montrent que: (1) les ACL jouent le rôle d'un signal de qualité permettant de réduire le risque d'achat pour des biens d'expérience, (2) le volume ainsi que la valence des ACL expliquent significativement les décisions d'achat, (3) l'effet des ACL sur les décisions d'achat peut être plus ou moins fort selon certaines circonstances que nous mettons en avant. Nous discutons dans un dernier temps des implications pour la stratégie marketing en ligne des entreprises de e-Commerce. / Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we study the impact of OCR on purchase decisions. We consider two kind of information (numerical and textual OCR), two main metrics of OCR (the valence or average rating, and the volume or number of reviews) as well as two levels of analysis (purchase intentions and actual purchase decisions). The results from four empirical studies on both individual and aggregated data show that: (1) OCR may efficiently signal quality and reduce perceived risk for experience goods, (2) OCR volume and valence have a significant influence on purchase decisions, (3) the effects of OCR on purchase decisions may be lower or stronger according to different moderating factors that we take into account. Last, we discuss managerial implications about firms' online marketing strategies.