The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision

Hessamedin Vali; Jingjun Xu; Mehmet Bayram Yildirim

The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision

Hessamedin Vali
, Jingjun Xu
, Mehmet Bayram Yildirim

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

6 Citations (Scopus)

Abstract

Online consumer review plays an important role in customers' purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.

Original language	English
Title of host publication	21st Americas Conference on Information Systems (AMCIS 2015)
Publisher	Americas Conference on Information Systems
Pages	2544-2557
Volume	3
ISBN (Electronic)	9781510814936
ISBN (Print)	9780996683104
Publication status	Published - Aug 2015
Externally published	Yes
Event	21st Americas Conference on Information Systems (AMCIS 2015) - Fajardo, Puerto Rico Duration: 13 Aug 2015 → 15 Aug 2015 https://archives.aisconferences.org/amcis2015/amcis2015/ https://aisel.aisnet.org/amcis2015/ http://amcis2015.aisnet.org/

Conference

Conference	21st Americas Conference on Information Systems (AMCIS 2015)
Place	Puerto Rico
City	Fajardo
Period	13/08/15 → 15/08/15
Internet address	https://archives.aisconferences.org/amcis2015/amcis2015/ https://aisel.aisnet.org/amcis2015/ http://amcis2015.aisnet.org/

Research Keywords

Accuracy of a purchase decision
Conflicting opinions about product attributes
Conflicting star ratings
Disagreement intensity among reviewers
Informativeness

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title = "The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision",

abstract = "Online consumer review plays an important role in customers' purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.",

keywords = "Accuracy of a purchase decision, Conflicting opinions about product attributes, Conflicting star ratings, Disagreement intensity among reviewers, Informativeness",

author = "Hessamedin Vali and Jingjun Xu and Yildirim, \{Mehmet Bayram\}",

year = "2015",

month = aug,

language = "English",

isbn = "9780996683104",

volume = "3",

pages = "2544--2557",

booktitle = "21st Americas Conference on Information Systems (AMCIS 2015)",

publisher = "Americas Conference on Information Systems",

note = "21st Americas Conference on Information Systems (AMCIS 2015) ; Conference date: 13-08-2015 Through 15-08-2015",

url = "https://archives.aisconferences.org/amcis2015/amcis2015/, https://aisel.aisnet.org/amcis2015/, http://amcis2015.aisnet.org/",

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The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision. / Vali, Hessamedin; Xu, Jingjun; Yildirim, Mehmet Bayram.
21st Americas Conference on Information Systems (AMCIS 2015). Vol. 3 Americas Conference on Information Systems, 2015. p. 2544-2557.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision

AU - Vali, Hessamedin

AU - Xu, Jingjun

AU - Yildirim, Mehmet Bayram

PY - 2015/8

Y1 - 2015/8

N2 - Online consumer review plays an important role in customers' purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.

AB - Online consumer review plays an important role in customers' purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.

KW - Accuracy of a purchase decision

KW - Conflicting opinions about product attributes

KW - Conflicting star ratings

KW - Disagreement intensity among reviewers

KW - Informativeness

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M3 - RGC 32 - Refereed conference paper (with host publication)

SN - 9780996683104

VL - 3

SP - 2544

EP - 2557

BT - 21st Americas Conference on Information Systems (AMCIS 2015)

PB - Americas Conference on Information Systems

T2 - 21st Americas Conference on Information Systems (AMCIS 2015)

Y2 - 13 August 2015 through 15 August 2015

ER -

The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decision

Abstract

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Research Keywords

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