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ItemConsumers’ Need for Negative Product Information Before Reading Reviews( 2020-01-07)Negative product-related information is crucial to consumers in purchase decisions. Consumers perceive negative information stronger than positive, and next to a stronger perception, consumers also have a high demand for negative product aspects, as these show the problem areas of a product and can help avoid losses. But negative product-related information is not available in the product search process until the customer reads reviews at a very late phase of the decision process. Even though we know about a bias in perception of negative information, little is known about the exact need for negative product-related information during the search process. We examine the need for negative product-related information throughout the purchase-decision process for different product types. Insights about the need for negative product-related information can inform ecommerce platform providers how to design a better product search on their site.
ItemWhen More is More and Less is More: Depth and Breadth of Product Reviews and Their Effects on Review Helpfulness( 2020-01-07)With the growth of online shopping coupled with mobile technology, user-generated product reviews have become an important source of information for product diagnosticity. A significant academic endeavor has been made to comprehend what information factors of reviews help prospective customers better diagnose products. One such factor is review depth that is estimated by the number of a review’s words. We propose review breadth as an additional factor based on a review’s number of topics—the more review breadth, the more diverse information. By conducting the statistical and predictive analyses, we demonstrate that review breadth reliably measures a review’s information. This study makes academic and practical contributions. For academic researchers, review breadth is worth considering as a factor to estimate a review’s information over and above review depth. Based on the two information factors of review breadth and review depth, practitioners can recommend more helpful product reviews to their prospective customers.
ItemPerceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions( 2020-01-07)The question about why some brand virtual communities (BVCs) successfully motivate customers to engage in value creation (e.g., voice) while others do not is still an important but understudied research issue. To fill this research gap, we propose a research model to shed light on the antecedents of intrinsic motivation to voice by focusing on the role of perceived firm attributes. Specifically, we argue that firm attributes can be classified into brand-general versus innovation-specific attributes which affect intrinsic motivation through two types of social identification namely brand identification and community identification respectively. The links between these two types of perceptions are examined too. A field study of 291 BVC users was conducted to test the research model. The results show that customer orientation and perceived openness positively affect customers’ brand identification and community identification respectively, and customer orientation has a positive effect on perceived openness. Furthermore, the impact of brand identification on intrinsic motivation is found to be fully mediated by community identification.