Relative platform score influences behavioral intentions on third-party review platforms: the effects of psychological reactance and cue utilization

Purpose This research integrates cue utilization and psychological reactance to explore the impact of relative platform score (RPS), calculated as perceived platform score minus objective platform-generated score, on individuals’ behavioral intentions. Specifically, we examine how trial intention mediates the influence of RPS on recommendation intention. Additionally, we investigate the moderating role of proactivity in the relationship between RPS and trial intention. Design/methodology/approach Utilizing survey data from 359 sample customers who had utilized Chinese third-party review platforms, hierarchical and path analyses were conducted to analyze whether and how RPS positively impacts both trial intention and recommendation intention. Moreover, “PROCESS SPSS Macro” was used to test the mediating role of trial intention and the moderated mediation effect with proactivity as moderator. Findings Our findings indicate that RPS positively impacts both trial intention and recommendation intention, with the influence on recommendation intention being mediated by trial intention. Moreover, proactivity positively moderates the relationship between RPS and trial intention, thereby enhancing the indirect influence of RPS on recommendation intention through trial intention. Originality/value By elucidating the effect of RPS on behavioral intentions through the underlying mechanism of psychological reactance, we extend the existing research stream on third-party platform rating scores. Furthermore, we contribute novel insights to the research on proactivity by examining its moderating role in the relationship between RPS and trial intention.