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Antecedents of Generation Y consumers? usage frequency of online consumer reviews

Mayo 2020, Vol. 24 nº 2

Ayesha Lian Bevan-Dye

Purpose – The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage frequency of online consumer reviews.

Design/methodology/approach – The paper proposes and tests, with structural equation modelling analysis of moment structures, a research model using data a large sample of Generation Y consumers.

Findings – The results confirm that Generation Y consumers perceive online reviews to be informative, entertaining, credible and valuable, and that they frequently consult such reviews. More specifically, the empirical analysis confirms that perceived information value, perceived entertainment value and perceived credibility significantly influenced the perceived value that Generation Y attach to online consumer reviews, which, in turn, was a significant predictor of their usage frequency of such reviews.

Practical implications – The results highlight the strategic importance of integrating online consumer reviews into the marketing communication mix when targeting Generation Y, together with the necessity of having filtering mechanisms to ensure that only authentic reviews are published and the need to implement tactics to ensure that such reviews are informative and entertaining and, consequently, of value.

Originality/value – This study contributes to marketers’ comprehension of strategically using online consumer reviews when targeting the Generation Y segment.

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