The Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesis

This research examines the multiple source effect of online consumer reviews (OCRs) on brand evaluations. In a test of the risk diversification hypothesis, the authors postulate that OCRs can enhance brand evaluations because exposure to multiple sources of OCRs not only prompts more effortful processing of different reviews, but also diversifies online purchase risks. The empirical data reported in this article demonstrate that brand evaluations become more favorable when OCRs are provided by multiple review sources with dissimilar backgrounds. It is further shown that this persuasive advantage accentuates when a consumer purchases a product from a less trusted online seller or when a consumer purchases a lesser-known brand.
Publisher
The Social Science Research Network(SSRN)
Issue Date
2007-03
Keywords

Multiple Source Effect; Risk Diversification; Online Consumer Reviews

Citation

KAIST Business School Working Paper Series KBS-WP-2007-005

URI
http://hdl.handle.net/10203/4939
Link
http://ssrn.com/abstract=976612
Link
http://www.ssrn.com/link/KAIST-Business-School.html
Appears in Collection
KGSM-Journal Papers(저널논문)
Files in This Item
ssrn.pdf(56.97 kB)Download
  • Hit : 403
  • Download : 127
  • Cited 0 times in thomson ci

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0