Example, please! Comparing the effects of single customer reviews and aggregate review scores on online shoppers' product evaluations

Ziegele, Marc; Weber, Mathias

doi:10.1002/cb.1503

Cited by 49 publications

(33 citation statements)

References 57 publications

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“…This finding can be explained by social impact theory (Latané, ) as the strength of the review is increased when both cues are present. In Study 2, a single positive or negative review influenced intentions to purchase the target item, supporting Ziegele and Weber's () finding that a single customer review can be more influential than aggregate review scores in product evaluations. Applying social impact theory, an opposing viewpoint reduces the impact of a majority source (Latané & Wolf, ).…”

Section: Discussionsupporting

confidence: 64%

“…Although the notion of cognitive miser suggests that consumers will opt for shortcuts whenever possible (Fiske & Taylor, ), consumers were found to rely on descriptive information more than aggregate ratings when making quality assessments prior to booking a travel product (Noone & McGuire, ). Moreover, the valence of a single review on a retail site had a stronger influence on customer satisfaction, product evaluations, and purchase intentions than the valence of an aggregate review score (Ziegele & Weber, ). This finding is consistent with the vividness effect, as narrative accounts are more influential than statistical information (Blondé & Girandola, ).…”

Section: Literature Reviewmentioning

confidence: 99%

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The effect of availability heuristics in online consumer reviews

Nazlan

Tanford

Montgomery

2018

J of Consumer Behaviour

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This research investigates principles of judgmental heuristics and dual processing systems in the online purchasing environment. It examines the effects of availability cues in restaurant reviews on dining intentions and menu item choice. Two experiments are reported in which consumers make dining out and food choice decisions using simulated online review sites. The first experiment evaluates primacy–recency effects of positive and negative reviews along with different review types. The findings indicate that text plus ratings produce higher visit intentions and expectations compared with either cue by itself. The second experiment examines the effects of rating format, visual cues, and review valence on menu item choice. Pictures increase likelihood to choose a positively reviewed menu item but do not influence likelihood to choose a negatively reviewed item. This finding supports the negativity bias, whereby consumers place more weight on negative versus positive information. Consumers are more likely to choose a menu item with pictures when ratings are in numerical versus star rating format. The findings can be interpreted in terms of System 1 (heuristic) and System 2 (systematic) processing.

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Section: Discussionsupporting

confidence: 64%

Section: Literature Reviewmentioning

confidence: 99%

The effect of availability heuristics in online consumer reviews

Nazlan

Tanford

Montgomery

2018

J of Consumer Behaviour

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“…Most receivers read the text of multiple reviews (Bambauer‐Sachse & Mangold, ; Murphy, ; Varga & Albuquerque, ), and consider aspects of reviews such as length, valence, and content to be important (Murphy, ). Indeed, accounting for specific aspects of message content can improve predictions of the impact of WOM over and above star ratings and summary statistics (Archak et al, ; Cao, Duan, & Gan, ; Ghose, Ipeirotis, & Li, ; Ziegele & Weber, ). Both macro (e.g., length, narrative, valence) and micro (e.g., word use) aspects of message content are impactful.…”

Section: Sendermentioning

confidence: 99%

How online word‐of‐mouth impacts receivers

Moore

Lafreniere

2019

Consumer Psychology Review

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Online word‐of‐mouth (WOM) can impact consumers’ product evaluations, purchase intentions, and choices—but when does it do so? How do those receiving WOM know whether to rely on a particular message? This article suggests that the multiple players involved in online WOM (receivers, senders, sellers, platforms, and other consumers) each have their own interests, which are often in conflict. Thus, receivers of WOM are faced with a judgment task in deciding what information to rely on: They must make inferences about the product in question and about the players who provide or present WOM. To do so, they use signals embedded in various components of WOM, such as average star ratings, message content, or sender characteristics. The product and player information provided by these signals shapes the impact of WOM by allowing receivers to make inferences about (a) their likelihood of product satisfaction, and (b) the trustworthiness of WOM players, and therefore the trustworthiness of their content. This article summarizes how each player changes the impact of online WOM, providing a lens for understanding the current literature in online WOM, offering insights for theory in this context, and opening up pathways for future research.

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“…Consumers who purchase textile/clothing products consider security issues by reading posted comments, shop sometimes especially on spring/summer season, pay by credit card, and give the highest priority to the price of the product/service. In information systems literature, the influence of online reviews has received empirical support by several researches [68,69,70]. Inconsistent reviews play an important role in consumers' online shopping decisions [31].…”

Section: Discussionmentioning

confidence: 99%

Understanding the Purchase Behaviour of Turkish Consumers in B2C E-Commerce

Kahraman

Tunga

Ayvaz

et al. 2019

ijisae

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The significant improvements in communication technologies revealed innovative online services. Time and location barriers have been eliminated and customer satisfaction has gained importance. The most remarkable evolution is observed in electronic commerce. Electronic commerce is a widely accepted industry which provides an effective medium for both retailers and customers, enabling to perform online transactions through websites. The analysis of consumer preferences has become a key aspect in this challenging environment. In this study, the behaviours of Turkish consumers were identified to provide an insight to the practitioners. We examined the moderator effect of consumers' socio-demographic characteristics on online purchasing behaviours. A questionnaire was designed by using the existing literature. A data set of 337 valid records were collected by a questionnaire and analysed by applying association rule mining method. Several interesting rules representing the preferences of online consumers were determined. The results show that the behaviours of Turkish online consumers are related with their demographic characteristics.

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Example, please! Comparing the effects of single customer reviews and aggregate review scores on online shoppers' product evaluations

Cited by 49 publications

References 57 publications

The effect of availability heuristics in online consumer reviews

The effect of availability heuristics in online consumer reviews

How online word‐of‐mouth impacts receivers

Understanding the Purchase Behaviour of Turkish Consumers in B2C E-Commerce

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