The summary of the hypotheses to be examined as argued in the literature review are proposed as the following: Perceived informativeness is higher for consumers with high level of Hypothesis 1a: expertise when provided with reviews framed as attribute centric than reviews framed as benefit centric. (Cognitive fit hypothesis) Hypothesis 1b: Perceived informativeness is higher for consumers with low level of expertise when provided with reviews framed as benefit centric than reviews framed as attribute centric (Cognitive fit hypothesis) Hypothesis 2a: For consumers with high expertise reviews framed as attribute-centric have a stronger effect on the purchase intention than reviews framed as benefit centric. For consumers with low expertise reviews framed as benefit-centric Hypothesis 2b: have a stronger effect on the purchase intention than reviews framed as attribute centric. Hypothesis 3a: In the high involvement condition, the impact of attribute centric reviews on purchase intention is greater than the impact of benefit centric reviews Hypothesis 3b: In the low involvement condition, the impact of benefit centric reviews on purchase intention is greater than the impact of attribute centric reviews Hypothesis 3c: In the high involvement condition, the impact of attribute centric reviews on attitude towards the product is greater than the impact of benefit centric reviews. Hypothesis 3d: In the low involvement condition, the impact of benefit centric reviews on attitude towards the product is greater than the impact of attribute centric reviews Attribute centric reviews will lower the effect of perceived risk in the Hypothesis 4a: high involvement situation than benefit centric reviews
The summary of the hypotheses to be examined as argued in the literature review are proposed as the following: Hypothesis 1a: Perceived informativeness is higher for consumers with high level of expertise when provided with reviews framed as attribute centric than reviews framed as benefit centric. (Cognitive fit hypothesis) Hypothesis 1b: Perceived informativeness is higher for consumers with low level of expertise when provided with reviews framed as benefit centric than reviews framed as attribute centric (Cognitive fit hypothesis) Hypothesis 2a: For consumers with high expertise reviews framed as attribute-centric have a stronger effect on the purchase intention than reviews framed as benefit centric. Hypothesis 2b: For consumers with low expertise reviews framed as benefit-centric have a stronger effect on the purchase intention than reviews framed as attribute centric. Hypothesis 3a: In the high involvement condition, the impact of attribute centric reviews on purchase intention is greater than the impact of benefit centric reviews Hypothesis 3b: In the low involvement condition, the impact of benefit centric reviews on purchase intention is greater than the impact of attribute centric reviews Hypothesis 3c: In the high involvement condition, the impact of attribute centric reviews on attitude towards the product is greater than the impact of benefit centric reviews. Hypothesis 3d: In the low involvement condition, the impact of benefit centric reviews on attitude towards the product is greater than the impact of attribute centric reviews Hypothesis 4a: Attribute centric reviews will lower the effect of perceived risk in the high involvement situation than benefit centric reviews