Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence

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摘要

Most B2C websites provide consumers with two types of electronic Word-of-Mouth (eWOM) information, namely aggregated rating and individual review. The present research investigates the effects of a conflicting aggregated rating on the perceived credibility and diagnosticity of individual reviews. The results of our laboratory experiment demonstrate that the presence of a conflicting aggregated rating will decrease review credibility and diagnosticity via its negative effect on consumers' product-related attributions of the review. In addition, these effects are more salient for positive reviews than for negative ones. These findings contribute to a better understanding of the interactions between different types of eWOM information and provide practitioners with actionable suggestions on how to improve the design of their eWOM systems.

论文关键词:Electronic word-of-mouth (eWOM),Aggregated rating,Individual review,Attribution,Perceived credibility,Perceived diagnosticity

论文评审过程:Received 16 September 2011, Revised 27 April 2012, Accepted 11 August 2012, Available online 10 September 2012.

论文官网地址:https://doi.org/10.1016/j.dss.2012.08.020