Open AccessProceedings Article
Effects of Aggregate Rating on eWOM Acceptance: An Attribution Theory Perspective
Lingyun Qiu,Dong Li +1 more
- pp 147
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TLDR
Analysis of the potential interactions between two eWOM components, namely aggregate rating and individual review, on consumers’ recommendation acceptance revealed that when a positive customer review is accompanied with negative aggregate rating, consumers are more likely to attribute the review to non-product-related factors rather than product- related factors.Abstract:
Online shoppers are increasingly relying on electronic word-of-mouth (eWOM), which refers to Internet-mediated opinions and recommendations on products and services from experienced consumers, to optimize their purchase decisions and reduce purchase risks. Anchored on the attribution theories, this research investigates how consumers would process and respond to the rich information provided by a eWOM system. More specifically, it examines the potential interactions between two eWOM components, namely aggregate rating and individual review, on consumers’ recommendation acceptance. The results from a laboratory experiments revealed that when a positive customer review is accompanied with negative aggregate rating, consumers are more likely to attribute the review to non-product-related factors rather than product-related factors. However, this effect is not significant when the customer review is negative. In addition, product-related attributions have positive impacts on a review’s perceived diagnosticity and credibility, both of which could increase the likelihood of consumer acceptance.read more
Citations
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Exploring the determinants of knowledge adoption in virtual communities
TL;DR: In this article, the authors explore the determinants of online knowledge adoption with respect to informational and normative social influences, and propose a theoretical model of knowledge adoption, in which knowledge quality and source credibility serve as informational determinants, whereas knowledge consensus and knowledge rating serve as normative determinants.
Journal ArticleDOI
Electronic Word of Mouth
Bettina Lis,Christian Neßler +1 more
TL;DR: The phenomenon of (classical) WOM constitutes a special form of social influence in consumer behavior and is one of the most established approaches in relation to the provision of product information.
Journal ArticleDOI
In eWOM We Trust
TL;DR: Evidence is provided that expertise, trustworthiness, and aggregate rating are the most significant factors of the perceived eWOM credibility and the study demonstrates that involvement could moderate these relationships.
Journal ArticleDOI
An empirical investigation of online review helpfulness: A big data perspective
Hoon Seok Choi,Steven Leon +1 more
TL;DR: The major findings include (1) review extremity, review depth, and reviewer expertise have a positive effect on review helpfulness; (2) review inconsistency, product intangibility, product satisfaction, product popularity, product variety, and review experience have negative effects; and (3) product intangsibility moderates the effect of review extremities and depth onreview helpfulness.
Journal ArticleDOI
Is a most helpful eWOM review really helpful? The impact of conflicting aggregate valence and consumer’s goals on product attitude
TL;DR: The authors found that the impact of a review which has been voted as the most helpful on consumers’ attitudes depends on the congruity between the valence of themost helpful review and the overall averageValence of all the reviews received by the product.
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