Communications of the ACM
Cognitive fit in requirements modeling: a study of object and process methodologies
Journal of Management Information Systems - Special section: Strategic and competitive information systems
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Journal of Management Information Systems
When Online Reviews Meet Hyperdifferentiation: A Study of the Craft Beer Industry
Journal of Management Information Systems
International Journal of Electronic Commerce
Electronic Commerce Research and Applications
Sharing secure m-coupons for peer-generated targeting via eWOM communications
Electronic Commerce Research and Applications
DASFAA'10 Proceedings of the 15th international conference on Database systems for advanced applications
A helpfulness modeling framework for electronic word-of-mouth on consumer opinion platforms
ACM Transactions on Intelligent Systems and Technology (TIST)
The long tail or the short tail: The category-specific impact of eWOM on sales distribution
Decision Support Systems
Expert Systems with Applications: An International Journal
Evaluation and recommendation methods based on graph model
BI'11 Proceedings of the 2011 international conference on Brain informatics
WI-IAT '11 Proceedings of the 2011 IEEE/WIC/ACM International Conferences on Web Intelligence and Intelligent Agent Technology - Volume 03
Are Consumers More Likely to Contribute Online Reviews for Hit or Niche Products?
Journal of Management Information Systems
Consumers rule: How consumer reviews influence perceived trustworthiness of online stores
Electronic Commerce Research and Applications
International Journal of Information Management: The Journal for Information Professionals
Electronic Commerce Research and Applications
When daily deal services meet Twitter: understanding Twitter as a daily deal marketing platform
Proceedings of the 3rd Annual ACM Web Science Conference
The impact of electronic word-of-mouth communication: A literature analysis and integrative model
Decision Support Systems
Negative online word-of-mouth: Behavioral indicator or emotional release?
Computers in Human Behavior
International Journal of Online Marketing
Electronic Commerce Research and Applications
Computers in Human Behavior
Determinants of E-WOM influence: the role of consumers' internet experience
Journal of Theoretical and Applied Electronic Commerce Research
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This paper investigates one type of electronic word-of-mouth (eWOM), the online consumer review. The study considers two components of review structure: the type and the number of reviews. Using the cognitive fit theory, we show that the type of reviews can be a key moderating variable to explain the inconsistent relationship between consumer expertise and WOM in previous research. This study examines which type of reviews cognitively fits consumers with a high (low) level of expertise. Using the elaboration likelihood model (ELM), we also investigate that the effects of the type of reviews and the number of reviews. The hypotheses were tested using a 2 (levels of expertise)x2 (types of reviews)x2 (number of reviews) mixed design including two control conditions. The results show that the effect of cognitive fit (the type of reviews) on purchase intention is stronger for experts than for novices while the effect of the number of reviews on purchase intention is stronger for novices than experts. This paper delivers managerial implications for online sellers providing consumer created reviews along with advertisements.