The impact of on-line consumer reviews on value perception: The dual-process theory and uncertainty reduction

Hsin Hsin Chang, Po Wen Fang, Chien Hao Huang

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

Abstract

This study combines the dual-process theory (DPT) and the uncertainty reduction theory (URT) to examine how on-line consumer reviews affect consumer uncertainty reduction and value perceptions in order to understand whether consumer attitudes will be influenced by on-line consumer reviews and if relationships are built between consumers and companies as a result. The results indicated that argument quality, recommendation sidedness, source credibility, confirmation of prior beliefs, and recommendation ratings have a positive effect on the uncertainty reduction of consumers towards the businesses under consideration. Since uncertainty reduction has an effect on value perception, this study suggests that companies provide on-line consumer reviews on their websites to increase consumer uncertainty reduction and to improve consumer value perception of their companies.

Original languageEnglish
Pages (from-to)32-57
Number of pages26
JournalJournal of Organizational and End User Computing
Volume27
Issue number2
DOIs
Publication statusPublished - 2015 Apr 1

All Science Journal Classification (ASJC) codes

  • Human-Computer Interaction
  • Computer Science Applications
  • Strategy and Management

Fingerprint Dive into the research topics of 'The impact of on-line consumer reviews on value perception: The dual-process theory and uncertainty reduction'. Together they form a unique fingerprint.

Cite this