The effect of negative online consumer reviews on product attitude: An information processing view

Online consumer reviews provide product information and recommendations from the customer perspective. This study investigates the effects of negative online consumer reviews on consumer product attitude. In particular, it examines the proportion and quality of negative online consumer reviews from the perspective of information processing. The elaboration likelihood model is used to explain the persuasive effect of the proportion and quality depending on product involvement. A high proportion of negative online consumer reviews elicits a conformity effect. As the proportion of negative online consumer reviews increases, high-involvement consumers tend to conform to the perspective of reviewers, depending on the quality of the negative online consumer reviews; in contrast, low-involvement consumers tend to conform to the perspective of reviewers regardless of the quality of the negative online consumer reviews. The experiment in this study uses 248 college students in Korea. The proposed hypotheses are tested by three-way analysis of covariance. (C) 2007 Elsevier B.V. All rights reserved.
Publisher
ELSEVIER SCIENCE BV
Issue Date
2008-09
Language
ENG
Keywords

WORD-OF-MOUTH; PERIPHERAL ROUTES; SOCIAL INFLUENCE; SUPPORT-SYSTEMS; MODERATING ROLE; INVOLVEMENT; PERSUASION; DECISION; SATISFACTION; CONFORMITY

Citation

ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, v.7, no.3, pp.341 - 352

ISSN
1567-4223
URI
http://hdl.handle.net/10203/8175
Appears in Collection
KGSF-Journal Papers(저널논문)
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