Product type and consumers perception of online consumer reviews

Cited 36 time in webofscience Cited 0 time in scopus
  • Hit : 250
  • Download : 0
Consumers hesitate to buy experience products online because it is hard to get enough information about experience products via the Internet. Online consumer reviews may change that, as they offer consumers indirect experiences about dominant attributes of experience products, transforming them into search products. When consumers are exposed to an online consumer review, it should be noted that there are different kinds of review sources. This study investigates the effects of review source and product type on consumers' perception of a review. The result of the online experiment suggests that product type can moderate consumers' perceived credibility of a review from different review sources, and the major findings are: (1) consumers are more influenced by a review for an experience product than for a search product when the review comes from consumer-developed review sites, and (2) a review from an online community is perceived to be the most credible for consumers seeking information about an experience product. The findings provide managerial implications for marketers as to how they can better manage online consumer reviews.
Publisher
SPRINGER HEIDELBERG
Issue Date
2011-12
Language
English
Article Type
Review
Keywords

WORD-OF-MOUTH; EXPERIENCE GOODS; ELECTRONIC MARKETPLACES; SOURCE CREDIBILITY; MODERATING ROLE; SEARCH COSTS; INTERNET; INFORMATION; SALES; WEB

Citation

ELECTRONIC MARKETS, v.21, no.4, pp.255 - 266

ISSN
1019-6781
URI
http://hdl.handle.net/10203/97981
Appears in Collection
IE-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡ Click to see webofscience_button
⊙ Cited 36 items in WoS Click to see citing articles in records_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0