Factors Affecting Consumers” Cognitive Elaboration on Online Reviews
This research investigates individuals” information elaboration behavior on online consumer reviews.Online reviews contain consumers” opinions or evaluations on a wide range of products.They have been distributed on the Internet in a large amount.Previous studies have shown that online reviews can produce significant impacts on individuals” decision-making process.Further, such influence will largely depend on individuals” information elaboration behavior on these reviews.However, little research has been conducted to investigate what drives individuals to elaborate online reviews.To fill this gap, this study develops research hypotheses based on the sufficiency principle of the heuristic-systematic model.We empirically test the hypotheses in a Chinese online review site.The findings demonstrate that individuals” review elaboration behavior is predicted by information inconsistency, involvement, and website credibility.Surprisingly, expertise does not produce a significant impact on review elaboration.Discussions on theoretical and practical implications of this research are provided.
Information elaboration online consumer reviews word-of-mouth heuristic-systematic model
Kem Z.K.Zhang Sesia J.Zhao Matthew K.O.Lee
School of Management, University of Science and Technology of China, Hefei, 230026 Management School, Anhui University, Hefei, 230601 Department of Information Systems, City University of Hong Kong, Hong Kong
国内会议
贵阳
英文
181-186
2013-10-17（万方平台首次上网日期，不代表论文的发表时间）