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: Chapter in Book/Report/Conference proceedingChapter

1 Citation (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
Title of host publicationWeb Design and Development
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Pages1498-1524
Number of pages27
Volume3-3
ISBN (Electronic)9781466686205
ISBN (Print)1466686197, 9781466686199
DOIs
Publication statusPublished - 2015 Sept 3

All Science Journal Classification (ASJC) codes

  • General Computer Science

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