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A new theoretical model for online customer review intention

Sheshadri Chatterjee (Department of Computer Science and Engineering, Indian Institute of Technology Kharagpur, Kharagpur, India)
Ranjan Chaudhuri (Department of Marketing, Indian Institute of Management Ranchi, Ranchi, India)
Demetris Vrontis (School of Business, University of Nicosia, Nicosia, Cyprus)
Minas Kastanakis (Department of Marketing, ESCP Business School – London, Hampstead, London, UK)

Journal of Global Responsibility

ISSN: 2041-2568

Article publication date: 7 December 2022




This study aims to investigate the insights on how international customer behavior is impacted toward online customer review (OCR) by the mediating effects of social and personal norms in the varied cultural context. The study also investigates how support of peer influence could moderate the effect of OCR.


This study has used socialization theory, congruity theory and theory of planned behavior along with studies of different literature to develop a conceptual model. The conceptual model has been validated using PLS-SEM analysis with survey considering 306 usable respondents. The mediating effects and moderating impacts have been analyzed by mediating analysis process (process tool) and multi group analysis, respectively.


The results of the model, with 62% explanative power, highlight that social norm acts as a strong mediating variable to impact OCR intention while peer influence acts as a vital moderator to impact OCR intention.

Research limitations/implications

The theoretical model provides a solid foundation to future researchers for further study in this field. This study also provides the practitioners a unique opportunity towards understanding customer motivation for OCR intention. Accordingly, practitioners could bring some transformational changes in their organizations for getting better reviews from the customers.


This study develops a unique theoretical model with high explanative power. Very few studies have ventured in this field. This study has added value to the body of literature on consumer behavior as well as individualism. Furthermore, this study has developed some of the novel relationships between different factors such as individualism, peer influence, international consumers, social norm and so on in the context of OCR which is one of the unique contributions of this study.



Chatterjee, S., Chaudhuri, R., Vrontis, D. and Kastanakis, M. (2022), "A new theoretical model for online customer review intention", Journal of Global Responsibility, Vol. ahead-of-print No. ahead-of-print.



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