eWOM overload and its effect on consumer behavioral intention depending on consumer involvement

Online consumer reviews involving experiences, evaluations and opinions on products from previous consumers play two roles – an informant and a recommender. These two roles affect a consumer’s intention. However, there is a conflict between two roles when a large number of reviews are offered. From...

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Veröffentlicht in:Electronic commerce research and applications 2008-12, Vol.7 (4), p.386-398
Hauptverfasser: Park, Do-Hyung, Lee, Jumin
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description Online consumer reviews involving experiences, evaluations and opinions on products from previous consumers play two roles – an informant and a recommender. These two roles affect a consumer’s intention. However, there is a conflict between two roles when a large number of reviews are offered. From the perspective of the recommender role, consumers have more favorable attitude toward a product as a greater number of positive reviews are offered while consumers may be confronted with too much information, which results in information overload. This study investigates what consequences the tradeoff between two roles has on purchasing intention depending on consumer involvement.
doi_str_mv 10.1016/j.elerap.2007.11.004
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identifier ISSN: 1567-4223
ispartof Electronic commerce research and applications, 2008-12, Vol.7 (4), p.386-398
issn 1567-4223
1873-7846
language eng
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source Elsevier ScienceDirect Journals
subjects Consumer attitudes
Consumers
Elaboration likelihood model
Electronic commerce
Electronic word-of-mouth
Information overload
Involvement
Online consumer review
Studies
title eWOM overload and its effect on consumer behavioral intention depending on consumer involvement
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