Revealing connections through experiments: how seller types, manipulative intent, and praise shape consumer purchase decisions

Purpose This study aimed to investigate the effect of praise rate on consumers' purchase intentions. It innovatively introduced the concept of seller type and examined how praise rate affects consumers' purchase intentions through the seller type. Design/methodology/approach Three sets of experiments were conducted with 321 participants. The independent variable was praise rate, and the dependent variable was purchase intention. Consumers' perceived manipulative intent plays a moderating role in the relationship between praise rate and purchase intentions; the moderating role of perceived manipulative intent is affected by the seller type. Findings Praise rate had a positive effect on consumers' purchase intentions; however, this influence was only observed when the seller was an official flagship or platform-owned store. When the seller was an individual store, consumers' perceived manipulative intent moderated this positive influence, making it disappear. Research limitations/implications It is noteworthy that this research has employed experimental methods to address the research questions. However, it is imperative to acknowledge that alternative approaches may also exist, such as the grounded method, which is equally capable of probing the research quandaries. Practical implications This study offers suggestions for online retailers, particularly individual stores, regarding their involvement in online review management activities. Online retailers should shift their marketing efforts toward gaining consumer trust by improving product and service quality. Social implications This paper reveals the effect of seller type in praise rate on consumer purchase intention. It further extends the boundaries of positive online reviews and enriches consumer behavior research. It has a profound impact on the online retail industry. Originality/value This study identifies the seller type as a novel construct that extends the effect and boundary conditions of positive online reviews. Therefore, this study widens the application of the signaling theory and elaborates on the persuasion knowledge model to enhance our understanding of positive online reviews.