Abstract
Consumers are growing increasingly dependent on Online Customer Reviews (OCRs) when making consumption decisions, more so for services due to their intangibility and variability. To this end, we advance a research model that explores how numerical ratings and opinionated reviews, as key constituents of OCRs, affects consumers’ evaluation of service diagnosticity, which in turn enhances the latter’s decision making process. Furthermore, we postulate that consumers’ preference structure will determine the effectiveness of numerical ratings and opinionated reviews on service diagnosticity. Our research model was subsequently validated via a field study that was conducted on a custom developed online restaurant review site. Results suggest that numerical rating and opinionated review can amplify the effectiveness and efficiency of consumers’ decision making process by bolstering the latter’s ability to diagnose a given service. Nevertheless, the effects of numerical ratings and opinionated reviews are moderated by consumers’ preferences for content relevance and self-reference.
Original language | English |
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Title of host publication | ICIS 2017 Proceedings |
Number of pages | 12 |
Place of Publication | Atlanta, GA |
Publisher | Association for Information Systems. AIS Electronic Library (AISeL) |
Publication date | 2017 |
Publication status | Published - 2017 |
Event | 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017: Transforming Society with Digital Innovation - Coex Convention Center , Seoul, Korea, Republic of Duration: 10 Dec 2017 → 13 Dec 2017 Conference number: 38 https://icis2017.aisnet.org/ |
Conference
Conference | 38th International Conference on Information Systems: Transforming Society with Digital Innovation, ICIS 2017 |
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Number | 38 |
Location | Coex Convention Center |
Country/Territory | Korea, Republic of |
City | Seoul |
Period | 10/12/2017 → 13/12/2017 |
Internet address |
Series | Proceedings of the International Conference on Information Systems |
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Volume | 2017 |
ISSN | 0000-0033 |
Keywords
- Service diagnosticity
- Online customer reviews
- MBTI
- Psychological preferences
- Decisional process
- Decisional outcome