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            <title xml:lang="en">Do not neglect negative online reviews! When review credibility increases their deleterious effect on purchase intention</title>
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                <term xml:lang="en">Purchase intention variation</term>
                <term xml:lang="en">Credibility</term>
                <term xml:lang="en">Review polarity</term>
                <term xml:lang="en">Online reviews</term>
                <term xml:lang="fr">Variation d’intention d’achat</term>
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                <term xml:lang="fr">Avis en ligne</term>
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              <p>This paper investigates the impact of online reviews polarity and their credibility on purchase intentions after exposure to an online offer. An experiment was set up and applied in the hospitality sector, comparing purchase intention before and after exposure to the online reviews. Results confirm the asymmetrical relationship between reviews polarity and purchase intention variation, the negative effect being greater for reviews with negative and neutral polarities compared to the slightly positive effect generated by favorable reviews. Additionally, when the polarity is negative, the effect increases with reviews credibility.</p>
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              <p>Ce papier propose d’investiguer l’impact de la polarité et de la crédibilité des avis en ligne sur l’intention d’achat. Pour ce faire, un protocole expérimental de type avant/après a été implémenté et appliqué dans le secteur de l’hôtellerie. Les résultats montrent que la polarité des avis a une influence asymétrique sur l’intention d’achat, l’impact s’avère négatif et amplifié pour les avis à dominante négative ou neutre et seulement légèrement favorable pour les avis à dominante positive. Enfin, lorsque la polarité des avis en ligne est à dominante négative, la crédibilité de ces avis amplifie la variation négative observée de l’intention d’achat.</p>
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