Deciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information

Fei Liu, Bo Xiao, Eric Lim, Chee-Wee Tan

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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    The explosive growth of user generated content presents a window of opportunity for online service providers (i.e., online review website) to utilize both forms of review information, namely numerical rating and opinionated review to facilitate trust building with users. Nevertheless, users’ trust in a website can be undermined by the irreconcilable dissonance between both forms of review information and their personality preferences. Consequently, it is important for websites to personalize the provision of numerical rating and opinionated review in order to convey trustworthiness to users through online consumer review. To empirically validate our research mode, we conducted a field study on a custom developed online review website with a sample of 170 college students. Results suggest that dissonance between numerical rating and opinionated review, as well as individuals’ preferences for self-reference and content relevance when processing online review information moderate the positive relationship between online consumer review and trust.
    TitelProceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015
    RedaktørerTraci Carte, Armin Heinzl, Cathy Urquhart
    Antal sider21
    UdgivelsesstedAtlanta, GA
    ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
    ISBN (Trykt)9780996683111
    StatusUdgivet - 2015
    BegivenhedThe 36th International Conference on Information Systems. ICIS 2015: Exploring the Information Frontier - Fort Worth Convention Center, Fort Worth, Texas, USA
    Varighed: 13 dec. 201516 dec. 2015
    Konferencens nummer: 36


    KonferenceThe 36th International Conference on Information Systems. ICIS 2015
    LokationFort Worth Convention Center
    ByFort Worth, Texas
    NavnProceedings of the International Conference on Information Systems


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