文章基本信息

标题：Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise
本地全文：下载
作者：Zou, Peng ; Yu, Bo ; Hao, Yuanyuan 等
期刊名称：Journal of Computers
印刷版ISSN：1796-203X
出版年度：2011
卷号：6
期号：3
页码：484-488
DOI：10.4304/jcp.6.3.484-488
语种：English
出版社：Academy Publisher
摘要：The previous studies have shown inconsistent relationship between the valence (positive or negative) of online consumer reviews and consumer decision making. With accessibility/diagnosticity theory, this study attempts to explain this discrepancy through exploring consumer expertise as a moderator. Our results from a 2 * 2 experiment design indicate that the impact of online reviews valence is moderated by consumer expertise: The impact difference between negative reviews and positive reviews is greater for consumers with low expertise than for those with high expertise. Our study adds to the literature relevant with e-WOM effect. And we also provide managerial implications for e-marketers.
关键词：online consumer reviews; valence; consumer expertise; accessibility/diagnosticity theory