TY - CHAP
T1 - The impact of on-line consumer reviews on value perception
T2 - The dual-process theory and uncertainty reduction
AU - Chang, Hsin Hsin
AU - Fang, Po Wen
AU - Huang, Chien Hao
N1 - Publisher Copyright:
© 2016, IGI Global. All rights reserved.
PY - 2015/9/3
Y1 - 2015/9/3
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84958875697&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84958875697&partnerID=8YFLogxK
U2 - 10.4018/978-1-4666-8619-9.ch068
DO - 10.4018/978-1-4666-8619-9.ch068
M3 - Chapter
AN - SCOPUS:84958875697
SN - 1466686197
SN - 9781466686199
VL - 3-3
SP - 1498
EP - 1524
BT - Web Design and Development
PB - IGI Global
ER -