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

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    Abstract

    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.
    Original languageEnglish
    Title of host publicationProceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015
    EditorsTraci Carte, Armin Heinzl, Cathy Urquhart
    Number of pages21
    Place of PublicationAtlanta, GA
    PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
    Publication date2015
    ISBN (Print)9780996683111
    Publication statusPublished - 2015
    EventThe 36th International Conference on Information Systems. ICIS 2015: Exploring the Information Frontier - Fort Worth Convention Center, Fort Worth, Texas, United States
    Duration: 13 Dec 201516 Dec 2015
    Conference number: 36
    http://icis2015.aisnet.org/

    Conference

    ConferenceThe 36th International Conference on Information Systems. ICIS 2015
    Number36
    LocationFort Worth Convention Center
    CountryUnited States
    CityFort Worth, Texas
    Period13/12/201516/12/2015
    Internet address
    SeriesProceedings of the International Conference on Information Systems
    Volume36
    ISSN0000-0033

    Keywords

    • Online consumer review
    • Trust
    • Personality preference
    • Cognitive dissonance
    • MBTI

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