The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings

Khare, Adwait; Labrecque, Lauren I.; Asare, Anthony K.

doi:10.1016/j.jretai.2011.01.005

Cited by 176 publications

(129 citation statements)

References 50 publications

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“…Besides users' participation behavior, another line of research within the area of users' behavior investigates factors directly influencing consumers' purchase intention on social commerce websites (e.g., Albert et al 2014;Bae and Lee 2011;Blasco-Arcas et al 2013;Guo and Barnes 2009;Khare et al 2011;Scholz et al 2013;Sotiriadis and Zyl 2013;Suntornpithug and Khamalah 2010;Wang and Chang 2013;Zhang et al 2012). Suntornpithug and Khamalah (2010), for example, found that person interactivity and machine interactivity positively influence online purchase intentions, with machine interactivity impacting attitudes, physical telepresence, perceived behavioral control and trust.…”

Section: Research Theme: User Behaviormentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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In recent years, social commerce evolved into an emerging phenomenon of global interest for marketers, businesses, and researchers alike. In light of this development, it is not surprising that the number of publications focusing on this phenomenon at the interplay of electronic commerce and social media has been rising substantially. The goal of this paper is to provide a structured overview of social commerce research by means of a structured literature review. Based on our literature search between 2007 and 2014 resulting in 116 published papers, we carve out and assess the knowledge and the research areas that have been predominantly addressed by the Information Systems, Electronic Commerce, and Marketing research community so far. By providing a research agenda, we hope that our results will stimulate and guide future research in this exciting field.

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Section: Research Theme: User Behaviormentioning

confidence: 99%

Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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“…For example, Duan et al 60 found no significant relationship between the sales and rating of popular movies, which implies that the marginal increase of a rating may not have a significant impact as that in the case of Weber's law. Other studies 13 also show the nonlinear effect of rating and discuss the moderating factors of the volume of review, consumer characteristic, and product type 54 . From this notion, we formulate the following hypothesis.…”

Section: International Journal Of Electronic Commerce Studiesmentioning

confidence: 99%

“…The contextual contingency of consumer in rating perception is important, because the same rating can be perceived and processed differently as consumers process rating information for different purposes and contexts 11,12 . For example, some consumers use consumer ratings to scan a large number of products easily and to narrow down the choices quickly from a large pool to a small basket 13 . Others use ratings to define the minimum quality level 14 or to make a final decision between two attractive competing products 15 .…”

Section: International Journal Of Electronic Commerce Studiesmentioning

confidence: 99%

“…Numerous studies have scrutinized the effect of online consumer ratings 13,30 because they have a critical influence on consumer decision making 31 , and their effects are practically convenient to quantify, analyze, and interpret 2 . Ratings demonstrate the views of the majority of consumers on a product in a parsimonious format, such as average ratings between 3.5/5.0 and 4.8/5.0.…”

Section: Effect Of Online Consumer Ratingmentioning

confidence: 99%

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

Lee

Pee

2018

IJECS

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This study examines how the same online consumer ratings can be perceived differently by consumers in different purchasing circumstances and demonstrates that the effects of ratings proportionally vary with scale and assessment types. By applying Weber's law, which explains the shifting perception of individuals on stimuli based on mental scaling mechanism, we hypothesize that the marginal effect of rating (i.e. when there is one product to value) and rating difference (i.e., when there are two products to compare) decrease as rating and rating difference increase. To validate this hypothesis, we conducted an experimental survey on 226 online shopping mall users. The results show the marginally decreasing effect of rating and rating difference on consumer purchase intention, thus supporting the different mental scaling systems in different situations. This study contributes to the literature by providing rationale for consideration of the scale and context of the rating when discussing the rating effect.

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“…The first stream of work focuses on review itself; studies have addressed many factors such as sequence of reviews [26,27], valence [26], volume [28], information depth [29], attribution (e.g., experience issue or product issue) [26,27]. However, these studies generally assume reviews come from credible sources.…”

Section: Advisors Profile and Credibilitymentioning

confidence: 99%

How buyers perceive the credibility of advisors in online marketplace: review balance, review count and misattribution

Noorian

Vassileva

et al. 2015

J Trust Manag

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In an online marketplace, buyers rely heavily on reviews posted by previous buyers (referred to as advisors). The advisor's credibility determines the persuasiveness of reviews. Much work has addressed the evaluation of advisors' credibility based on their static profile information, but little attention has been paid to the effect of the information about the history of advisors' reviews. We conducted three sub-studies to evaluate how the advisors' review balance (proportion of positive reviews) affects the buyer's judgement of advisor's credibility (e.g., trustworthiness, expertise). The result of study 1 shows that advisors with mixed positive and negative reviews are perceived to be more trustworthy, and those with extremely positive or negative review balance are perceived to be less trustworthy. Moreover, the perceived expertise of the advisor increases as the review balance turns from positive to negative; yet buyers perceive advisors with extremely negative review balance as low in expertise. Study 2 finds that buyers might be more inclined to misattribute low trustworthiness to low expertise when they are processing high number of reviews. Finally, study 3 explains the misattribution phenomenon and suggests that perceived expertise has close relationship with affective trust. Both theoretical and practical implications are discussed.

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The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings

Cited by 176 publications

References 50 publications

Social commerce—state-of-the-art and future research directions

Social commerce—state-of-the-art and future research directions

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

How buyers perceive the credibility of advisors in online marketplace: review balance, review count and misattribution

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