Online reviews have been studied intensively as they have a powerful impact on online
consumers’ purchase decisions. Very little attention, however, has been paid to an online
consumer’s perceptions of online review configurations. Thus, the main purpose of this study is
to examine how an online consumer’s online purchase decision is affected by different types of
online review configurations. In addition, we analyze whether the purchase decision is
moderated by price and personality traits. Results of this study may help online retailers and
sellers manage online reviews more effectively.