The Differential Effect of Three Types of Conflicting Online Reviews on Perceived Informativeness
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 20-35 |
| Journal / Publication | Journal of Electronic Business & Digital Economics |
| Volume | 3 |
| Issue number | 1 |
| Online published | 15 Dec 2023 |
| Publication status | Published - 16 Feb 2024 |
Link(s)
| DOI | DOI |
|---|---|
| Attachment(s) | Documents
Publisher's Copyright Statement
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| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(dda3b2c2-a49d-402d-9255-18c16b1296c4).html |
Abstract
Purpose – The authors investigate the varying impact of three categories of conflicting consumer reviews (i.e.conflicting opinions on attributes of a product item, conflicting ratings of an item and the intensity of conflicting reviews of an item) on the potential customers’ perceived informativeness, which is expected to affect the perceived correct purchase.
Design/methodology/approach – To test their proposed hypotheses, the authors conducted an experiment using a 2 3 2 3 2 factorial design for each conflict type comprising two levels (low vs high).
Findings – The results of this study found that conflicting opinions on product attributes can enhance potential customers’ perceptions of informativeness and subsequent correct purchase decisions while conflicting ratings and the intensity of conflicting reviews can diminish potential customers’ perceptions of informativeness. In addition, conflicting ratings negatively moderate the effect of conflicting attributes on perceived informativeness such that the positive effect of conflicting attributes on perceived informativeness will be less prominent when conflicting ratings are present (vs absent).
Originality/value – While potential customers are browsing product descriptions, reviews and comments from other purchasers are also playing a role in influencing a potential customer’s purchase decision. However, given the different experiences and temperaments of individuals, the subjective remarks and ratings of individuals are sometimes inconsistent or even conflicting, which can lead to confusion among potential customers. The authors categorize the positive or negative effects of the three conflicting reviews based on the two dimensions of ease of capture and product diagnosticity. The findings can help platforms optimize the display of product reviews to help potential customers make more accurate purchase decisions.
© 2023, Chunyi Xian, Hessam Vali, Ruwen Tian, Jingjun David Xu and Mehmet Bayram Yildirim
Design/methodology/approach – To test their proposed hypotheses, the authors conducted an experiment using a 2 3 2 3 2 factorial design for each conflict type comprising two levels (low vs high).
Findings – The results of this study found that conflicting opinions on product attributes can enhance potential customers’ perceptions of informativeness and subsequent correct purchase decisions while conflicting ratings and the intensity of conflicting reviews can diminish potential customers’ perceptions of informativeness. In addition, conflicting ratings negatively moderate the effect of conflicting attributes on perceived informativeness such that the positive effect of conflicting attributes on perceived informativeness will be less prominent when conflicting ratings are present (vs absent).
Originality/value – While potential customers are browsing product descriptions, reviews and comments from other purchasers are also playing a role in influencing a potential customer’s purchase decision. However, given the different experiences and temperaments of individuals, the subjective remarks and ratings of individuals are sometimes inconsistent or even conflicting, which can lead to confusion among potential customers. The authors categorize the positive or negative effects of the three conflicting reviews based on the two dimensions of ease of capture and product diagnosticity. The findings can help platforms optimize the display of product reviews to help potential customers make more accurate purchase decisions.
© 2023, Chunyi Xian, Hessam Vali, Ruwen Tian, Jingjun David Xu and Mehmet Bayram Yildirim
Research Area(s)
- Conflicting reviews, Conflicting ratings, Perceived informativeness, Perceived correct purchase, Online reviews
Citation Format(s)
The Differential Effect of Three Types of Conflicting Online Reviews on Perceived Informativeness. / Xian, Chunyi; Vali, Hessam; Tian, Ruwen et al.
In: Journal of Electronic Business & Digital Economics, Vol. 3, No. 1, 16.02.2024, p. 20-35.
In: Journal of Electronic Business & Digital Economics, Vol. 3, No. 1, 16.02.2024, p. 20-35.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
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