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

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

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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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 language	English
Title of host publication	Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015
Editors	Traci Carte, Armin Heinzl, Cathy Urquhart
Number of pages	21
Place of Publication	Atlanta, GA
Publisher	Association for Information Systems. AIS Electronic Library (AISeL)
Publication date	2015
ISBN (Print)	9780996683111
Publication status	Published - 2015
Event	2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015: Exploring the Information Frontier - Fort Worth Convention Center, Fort Worth, Texas, United States Duration: 13 Dec 2015 → 16 Dec 2015 Conference number: 36 http://icis2015.aisnet.org/

Conference

Conference	2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015
Number	36
Location	Fort Worth Convention Center
Country/Territory	United States
City	Fort Worth, Texas
Period	13/12/2015 → 16/12/2015
Internet address	http://icis2015.aisnet.org/

Series	Proceedings of the International Conference on Information Systems
Volume	36
ISSN	0000-0033

Keywords

Online consumer review
Trust
Personality preference
Cognitive dissonance
MBTI

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Liu, F., Xiao, B., Lim, E., & Tan, C-W. (2015). Deciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information. In T. Carte, A. Heinzl, & C. Urquhart (Eds.), Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015 Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the International Conference on Information Systems Vol. 36 http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1361&context=icis2015

Liu, Fei ; Xiao, Bo ; Lim, Eric et al. / Deciphering Individuals’ Preference for User Generated Content : An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information. Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015. editor / Traci Carte ; Armin Heinzl ; Cathy Urquhart. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2015. (Proceedings of the International Conference on Information Systems, Vol. 36).

@inproceedings{b8001915b3864148a0cf5d7a472faa71,

title = "Deciphering Individuals{\textquoteright} Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users{\textquoteright} Processing of Online Review Information",

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{\textquoteright} 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{\textquoteright} preferences for self-reference and content relevance when processing online review information moderate the positive relationship between online consumer review and trust.",

keywords = "Online consumer review, Trust, Personality preference, Cognitive dissonance, MBTI, Liminality, Nature of work, Practice, ICTs, Materiality",

author = "Fei Liu and Bo Xiao and Eric Lim and Chee-Wee Tan",

year = "2015",

language = "English",

isbn = "9780996683111",

series = "Proceedings of the International Conference on Information Systems",

editor = "Traci Carte and Armin Heinzl and Cathy Urquhart",

booktitle = "Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015 ; Conference date: 13-12-2015 Through 16-12-2015",

url = "http://icis2015.aisnet.org/",

}

Liu, F, Xiao, B, Lim, E & Tan, C-W 2015, Deciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information. in T Carte, A Heinzl & C Urquhart (eds), Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015. Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the International Conference on Information Systems, vol. 36, 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015, Fort Worth, Texas, United States, 13/12/2015. <http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1361&context=icis2015>

Deciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information. / Liu, Fei; Xiao, Bo; Lim, Eric et al.
Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015. ed. / Traci Carte; Armin Heinzl; Cathy Urquhart. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL), 2015. (Proceedings of the International Conference on Information Systems, Vol. 36).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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T1 - Deciphering Individuals’ Preference for User Generated Content

T2 - 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015

AU - Liu, Fei

AU - Xiao, Bo

AU - Lim, Eric

AU - Tan, Chee-Wee

N1 - Conference code: 36

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

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KW - Trust

KW - Personality preference

KW - Cognitive dissonance

KW - MBTI

KW - Liminality

KW - Nature of work

KW - Practice

KW - ICTs

KW - Materiality

M3 - Article in proceedings

SN - 9780996683111

T3 - Proceedings of the International Conference on Information Systems

BT - Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015

A2 - Carte, Traci

A2 - Heinzl, Armin

A2 - Urquhart, Cathy

PB - Association for Information Systems. AIS Electronic Library (AISeL)

CY - Atlanta, GA

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Liu F, Xiao B, Lim E, Tan C-W. Deciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information. In Carte T, Heinzl A, Urquhart C, editors, Proceedings of the Thirty Sixth International Conference on Information Systems. ICIS 2015. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2015. (Proceedings of the International Conference on Information Systems, Vol. 36).