Abstract
The role played by Online Customer Reviews (OCRs) in consumers’ decision making decisions is increasingly prominent. Compelled by the paucity of understanding regarding how OCRs assist consumers’ decision making process, this study investigates how OCRs and the emerging OCR curation features facilitate consumers’ judgement styles in the light of the model of dual-system cognition function. This study postulates that the information cues available in numerical rating and opinionated review are conducive to intuitive and deliberate judgements respectively. Furthermore, OCR curation features can help to enhance judgements in response to OCRs through manipulating cue accessibility. Lastly, different judgement modes are expected to entail distinct decisional outcomes in terms of performance and justifiability. To empirically validate the proposed hypotheses, this study proposes a plan for conducting a subsequent experiment on a customdeveloped online restaurant review site.
Original language | English |
---|---|
Title of host publication | PACIS 2017 Proceedings |
Editors | Rose Alinda, Pan Shan Ling, Shamshul Bahri, Patrick Finnegan, Choon Ling Sia |
Number of pages | 7 |
Place of Publication | Atlanta, GA |
Publisher | Association for Information Systems. AIS Electronic Library (AISeL) |
Publication date | 2017 |
Article number | 278 |
Publication status | Published - 2017 |
Event | The 21st Pacific Asia Conference on Information Systems. PACIS 2017 - Meritus Pelangi Beach Resort & Spa, Langkawi, Malaysia Duration: 16 Jul 2017 → 20 Jul 2017 Conference number: 21 http://pacis2017.my-ais.org/ |
Conference
Conference | The 21st Pacific Asia Conference on Information Systems. PACIS 2017 |
---|---|
Number | 21 |
Location | Meritus Pelangi Beach Resort & Spa |
Country/Territory | Malaysia |
City | Langkawi |
Period | 16/07/2017 → 20/07/2017 |
Sponsor | Association for Information Systems |
Internet address |
Keywords
- Online Consumer Reviews
- Review Curation
- Intuitive Judgement
- Deliberate Judgement
- Decisional Outcome