Love Consumption at the Digital Age: Online Consumer Review and Romantic Gift Giving: An Abstract

Abstract

China is the biggest e-commerce market and a trend leader in the global marketplace. This study focuses on understanding romantic gift-giving and online consumer reviews and how they impact consumers purchase intentions. Specifically, the study examined how different types of online consumer reviews (OCRs) and types of romantic gift-giving might affect Chinese consumers’ online purchase intention. The study further introduces product involvement as a mediator between online review types and purchase intension. To provide a holistic view of the romantic gift shopping online, the study further examined how need for uniqueness affects the relationship between OCRs type and product involvement, and how gender plays a role in influencing consumers’ product involvement with regard to OCR types and romantic gift types.