Seeking the opinions of others online: Evidence of evaluation overshoot

A Test of Two Models of Value Creation in Virtual Communities

“…Valuable Outcomes for Firms in Both types of Virtual Community (Model 1 and Model 2) trust motivates risk-taking behavior in relationships [16,56]. Because trust is imbued with stable expectations regarding the appropriateness of a firm's future behavior [38,78], trust gives an individual a rationale reason to believe that taking risk with a firm would not result in detrimental outcomes [22,50,56,62].…”

“…trust also motivates supportive, expressive acts such as citizenship behavior [57], which is defined as extra-role, relational behavior that is not prescribed, but undertaken voluntarily to serve the needs of another [16]. when an individual perceives that a firm cares about customers and shares their values, the individual is willing to make sacrifices to support the firm [38].…”

“…However, there is substantial and growing evidence that the customer opinions most likely processed online would be those that are positive about a firm and that negative comments would have a lesser effect on a consumer's perceptions. Based on recent research [16], this effect would be magnified at later stages of a consumer's information search and decision process, which is the focal context for our examination of the role of MGI in the trust formation process. while MGI could possibly influence a consumer at any stage of the information search process, in online environments, recent evidence suggests that MGI is most influential at later stages when information gathering and active evaluation of information lead to a decision (e.g., [17] Kuan and Bock [45] measured the influence of both positive and negative comments and found that positive comments have the stronger effect.…”

Exploring a Mental Scaling Effect on Online Consumer Ratings: Identifications of Shopping Behaviors and Information Processing Rules

“…Researchers have verified basic reasoning, such as high ratings generally resulting in sales increase 7 , whereas others extended the scope of their study to other conditional factors, such as the spread of ratings 8 and product types 9 , which moderate the perception of ratings. The asymmetric effects between positive and negative reviews have also been observed 10 .…”

Otel İşletmelerinin Çevrimiçi Tüketici Değerlendirmelerine Yanıt Verip Vermeme Durumlarının Değerlendirilmesi - Evaluating Hotels Managerial Responses to Online Reviews

“…Buna göre dengeli dağılmayan ÇTD'nin dengeli bir dağılım gösterenlere oranla daha yararlı olacağını savunan çalışmalar da bulunmaktadır (Purnawirawan, De Pelsmacker ve Dens, 2012). Coker (2012) ise tüketicilerin olumlu ve olumsuz yorumları okuma önceliklerine göre kararlarının değişebileceğini, tüketicilerin ilk önce olumlu yorum okuyup sonrasında olumsuz yorum okuduklarında otel işletmelerini daha uygun olarak değerlendirdiklerini belirtmektedir. Bae ve de çalışmalarında olumsuz yorumların erkeklere oranla kadınların satın alma niyetlerini daha fazla etkilediğini belirtmektedir.…”