Striking a Balance: Harnessing Both the Business and Informational Value of Online Reviews through Resource-matching

Date

2024-01-03

Contributor

Advisor

Department

Instructor

Depositor

Speaker

Researcher

Consultant

Interviewer

Narrator

Transcriber

Annotator

Journal Title

Journal ISSN

Volume Title

Publisher

Volume

Number/Issue

Starting Page

4431

Ending Page

Alternative Title

Abstract

A majority of consumers now are getting used to consulting reviews before making any purchase decisions. Although we have witnessed fruitful studies in this stream of literature, there lacks sufficient knowledge regarding whether and how we can realize the information and business values simultaneously. We undertook to bridge this gap. Drawn from the cognitive tuning theory and resource-matching theory, we posit that review sentiment would intertwine with the information richness of a review to affect consumers’ judgment of review helpfulness and purchase decision. Our empirical results demonstrate that the information richness of a review, overall, moderates the U-shaped relationship between review sentiment and review helpfulness, as well as the inverted U-shaped relationship between review sentiment and consumer purchase likelihood. These findings unravel certain conditions under which increasing both purchases and review helpfulness could be achieved, which, therefore, offer non-trivial insights into business practice about review-featuring designs.

Description

Keywords

Electronic Marketing, cognitive tuning theory, consumer purchasing, information richness, review helpfulness, sentiment

Citation

Extent

10 pages

Format

Geographic Location

Time Period

Related To

Proceedings of the 57th Hawaii International Conference on System Sciences

Related To (URI)

Table of Contents

Rights

Attribution-NonCommercial-NoDerivatives 4.0 International

Rights Holder

Local Contexts

Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.