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| Content Provider | IEEE Xplore Digital Library |
|---|---|
| Author | Do-Hyung Park Ingoo Han |
| Copyright Year | 2008 |
| Description | Author affiliation: KAIST, Daejeon (Do-Hyung Park; Ingoo Han) |
| Abstract | This study investigates how consumers evaluate a product when they read conflicting online consumer reviews of evaluations from previous consumers. If consumers are rational, as is assumed in economics, they prefer the product with the low-variance of review-rating scores rather than the product with the high- variance of review-rating scores because the variance of review-rating scores is positively related to the perceived uncertainty of product performance. Our study finds the condition in which consumers are likely to act irrationally, and explain why consumers have irrational behavior with attribution theory. When attributional bias occurs, consumers with a favorable prior brand attitude prefer the product with high-variance reviews over the product with low-variance reviews. Whereas, if attributional bias does not exist, rational behavior about the information uncertainty is found. Our findings show the underlying mechanism for the consumers' responses to the disagreements of others' opinions and give practical implications for online sellers. |
| Starting Page | 287 |
| Ending Page | 287 |
| File Size | 271884 |
| Page Count | 1 |
| File Format | |
| ISSN | 15301605 |
| DOI | 10.1109/HICSS.2008.210 |
| Language | English |
| Publisher | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Publisher Date | 2008-01-07 |
| Publisher Place | USA |
| Access Restriction | Subscribed |
| Rights Holder | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Subject Keyword | Uncertainty Measurement standards Cost accounting Extremities Web sites Information resources Marketing and sales Testing |
| Content Type | Text |
| Resource Type | Article |
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