Understanding third-agers: value-based mechanisms of online review engagement

Purpose – This study examines age-based differences in how perceived information value is translated into attitudes and usage intentions toward online reviews by comparing young adults and third-age consumers. Drawing on expectancy-value theory, online reviews are conceptualized as value-driven decision-support information, with attitudes serving as mediators between value-based beliefs and usage intention. Design/methodology/approach – Data were collected from a representative sample of 571 Internet users, including young adults (18–42) and third-agers (65+). Using path analysis, the study examines the relationships among multiple perceived information value dimensions, attitudes toward online reviews, and intentions to use them in purchase-related decision-making across the two age groups. Findings – Results reveal that attitudes and usage intention towards online reviews are significantly higher among young adults than third-agers, who also perceive online reviews as less valuable. Additionally, the research indicates differences in value-driven motivations. For third-agers, economic, hedonic, functional values and credibility are key motivators, reflecting their focus on tangible benefits and trusted information. In contrast, young adults are influenced by psychological, hedonic, and functional values, as well as by credibility, emphasizing the importance of emotionally supportive and enjoyable elements in eWOM. Originality/value – This study advances understanding of age-related differences in online review engagement by showing how expectancy-value mechanisms translate perceived information values into attitudes and usage intention across age groups. The findings provide a theoretically grounded explanation of heterogeneity in value-driven eWOM use, contribute to the online reviews and interactive marketing literature and offer practical implications for aligning digital marketing strategies with age-specific value perceptions.