Social influence effects in online product ratings

By:

SRIDHAR, SHRIHARI

Contributor(s):

JENSEN, OVE

Material type:

Mixed materialsPublication details: 2012Description: 70-88Subject(s):

NLM classification:

658.816

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/5	Available		P14657

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.

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