Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence

Authors:
Lingyun Qiu;Jun Pang;Kai H. Lim
Affiliations:
Guanghua School of Management, Peking University, 5 Yiheyuan Road, Beijing, 100871, PR China;School of Business, Renmin University of China, 59 Zhongguancun Avenue, Beijing, 100872, PR China;Department of Information Systems, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong
Venue:
Decision Support Systems
Year:
2012

Citing 10
Cited 4

Multivariate data analysis (4th ed.): with readings

Multivariate data analysis (4th ed.): with readings
Credibility and computing technology

Communications of the ACM
Believe it or not: factors influencing credibility on the Web

Journal of the American Society for Information Science and Technology
Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping

Journal of Management Information Systems
Do online reviews matter? - An empirical investigation of panel data

Decision Support Systems
The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

International Journal of Electronic Commerce
Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

Management Science
Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations

International Journal of Electronic Commerce
Fraud detection in online consumer reviews

Decision Support Systems
What makes a helpful online review? a study of customer reviews on amazon.com

MIS Quarterly

Determinants of E-WOM influence: the role of consumers' internet experience

Journal of Theoretical and Applied Electronic Commerce Research
Application discoverability and user satisfaction in mobile application stores: An environmental psychology perspective

Decision Support Systems
An examination of negative e-WOM adoption: Brand commitment as a moderator

Decision Support Systems
Examining the moderating effect of inconsistent reviews and its gender differences on consumers' online shopping decision

International Journal of Information Management: The Journal for Information Professionals

Quantified Score

Hi-index	0.00

Visualization

Abstract

Most B2C websites provide consumers with two types of electronic Word-of-Mouth (eWOM) information, namely aggregated rating and individual review. The present research investigates the effects of a conflicting aggregated rating on the perceived credibility and diagnosticity of individual reviews. The results of our laboratory experiment demonstrate that the presence of a conflicting aggregated rating will decrease review credibility and diagnosticity via its negative effect on consumers' product-related attributions of the review. In addition, these effects are more salient for positive reviews than for negative ones. These findings contribute to a better understanding of the interactions between different types of eWOM information and provide practitioners with actionable suggestions on how to improve the design of their eWOM systems.