Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise
Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise
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DOI：
10.4304/jcp.6.3.484-488
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发表时间：
2011-01
期刊：
影响因子：
--
通讯作者：
Zou Peng;Bo Yu;Yuanyuan Hao
中科院分区：
文献类型：
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作者：
Zou Peng;Bo Yu;Yuanyuan Hao
以往的研究表明，在线消费者评论的价值(正面或负面)与消费者决策之间存在不一致的关系。运用可及性/诊断性理论，本研究试图通过探索消费者的专业知识作为调节变量来解释这种差异。我们的结果来自2×2实验设计，结果表明，在线评论价格的影响受到消费者专业知识的调节：对于专业知识水平较低的消费者，负面评论和正面评论之间的影响差异大于专业知识水平较高的消费者。我们的研究补充了与电子口碑效应相关的文献。我们还为网络营销者提供了管理方面的启示。索引术语-在线消费者评论、价格、消费者专业知识、可获得性/诊断理论
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. Index Terms—online consumer reviews, valence, consumer expertise, accessibility/diagnosticity theory