DOI: 10.24251/hicss.2018.229
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Abstract: Consumers are increasingly relying on online product reviews when making purchase decisions. While the impact of online reviews on product sales has been studied extensively, only a few studies examine online reviewer's decision making. This paper directly measures social influences on reviewers' review decisions as well as on consumers' voting decisions (i.e. consumers vote for the helpfulness of reviews). Contrary to traditional cognitive evaluation theory, we find that both positive and negative feedback ma…

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