Customers' decision pattern based on mobile reviews in digital economy
Xiaodong Li,
Zhiwen Liu,
Bengang Gong
et al.
Abstract:PurposeConsumers have pervasively relied on mobile reviews in digital economy. However, little knowledge exists regarding how customers adopt several mobile reviews to make purchasing decisions. With the assistance of reader-response theory, this study investigates how the consistency of product reviews, in terms of their adherence to both other reviews and the prior experience of the customer, affect perceived quality, confirmation of the customer's expectations, the customer's level of trust in the seller an… Show more
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