Social influence effects in online product ratings
SRIDHAR, SHRIHARI
Social influence effects in online product ratings - 2012 - 70-88
Websites prominently display consumers' product ratings, which influence consumers' buying decisions and willingness to pay. Few insight exist regarding whether a consumer's online product rating is prone to social influence from others' online rating. Examining this issue, the authors hypthesize that other consumers'online ratings moderate the effect of positive and regular negative features of product experience, product failure and product recovery on the reviewer's online product rating.
MARKETING PRICE DETERMINATION
658.816
Social influence effects in online product ratings - 2012 - 70-88
Websites prominently display consumers' product ratings, which influence consumers' buying decisions and willingness to pay. Few insight exist regarding whether a consumer's online product rating is prone to social influence from others' online rating. Examining this issue, the authors hypthesize that other consumers'online ratings moderate the effect of positive and regular negative features of product experience, product failure and product recovery on the reviewer's online product rating.
MARKETING PRICE DETERMINATION
658.816