Consumer skepticism and online reviews: an elaboration likelihood model perspective

Social Behavior and Personality: an international journal, Feb, 2009 by Peter J. Sher, Sheng-Hsien Lee

Petty, R. E., & Wegener, D. T. (1999). The Elaboration Likelihood Model: Current status and controversies. In S. Chaiken & Y. Trope (Eds.), Dual-process theories in social psychology. New York: The Guilford Press.

Peter J. Sher and Sheng-Hsien Lee National Chi Nan University, Nantou County, Taiwan, ROC

Appreciation is due to anonymous reviewers.

Please address correspondence and reprint requests to: Sheng-Hsien Lee, Department of International Business Studies, National Chi Nan University, Nantou County, Taiwan, ROC. Phone: 886 49 2910960; Fax: 886 37 651201; Email: stephen@ydu.edu.tw

Peter J. Sher, PhD, Professor, and Sheng-Hsien Lee, Doctoral Candidate, Department of International Business Studies, National Chi Nan University, Nantou County, Taiwan, ROC.

Peter J. Sher is Dean of College of Management and Professor of International Business Studies at National Chi Nan University, Taiwan. He received his PhD in Marketing and Strategy from the University of Warwick, UK.

Sheng-Hsien Lee is a lecturer in the Department of Business Administration, Yu Da College of Business, Taiwan. He is currently a doctoral candidate of International Business Studies at National Chi Nan University, Taiwan.

Table 1
Means and Standard Deviations for Each Experimental Cell
on the Purchasing Intention

                          Low Skepticism

                       Weak AQ         Strong AQ

                    M         SD      M         SD

Small quantity     3.91      1.06    4.11      1.41
                       n = 28            n = 32
Large quantity     4.59      1.07    5.06      0.69
                       n = 34            n = 35

                          High Skepticism

                       Weak AQ         Strong AQ

                    M         SD      M         SD

Small quantity     3.44      1.25    3.63      1.1
                       n = 35            n = 38
Large quantity     3.33      1.38    4.07      0.91
                       n = 39            n = 37