LAUSR

Abstract China is the biggest e-commerce market and a trend leader in the global marketplace. This study examined how different types of online consumer reviews (OCRs) and types of romantic gift-giving might affect Chinese consumers’ online purchase intention. Through an experiment design, the study suggested that informational online consumer reviews lead to more product involvement than transformational reviews; and consumers shopping romantic gifts for their significant other are more likely to have a higher product involvement level than those shopping for a romantic gift for the relationship. The study also found that product involvement serves as a full mediator, leading to consumers’ purchase intention. In addition, consumers with a higher need for uniqueness are more likely to use informational reviews for romantic gift shopping. Women showed more product involvement when they were exposed to informational reviews, while men had more involvement in transformational reviews. This exploratory study addressed a growing but under-researched consumer behavior issue. It provides insights for global marketing managers to enter the Chinese market and reflected on the new global trends of consumers’ romantic gift-giving in the increasingly connected digital market.