Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise
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| Title | Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise |
| Authors | |
| Abstract | 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. |
| Publisher | ACADEMY PUBLISHER |
| Date | 2011-03-01 |
| Source | Journal of Computers Vol 6, No 3 (2011): Special Issue: E-Service and Applications |
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