Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs. Systematic Information Processing and Consumer Decision-Making

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-08-23 DOI:10.1080/15332861.2021.1966722

Yukyung Lee, Carolyn A. Lin

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引用次数: 6

Abstract

Abstract Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making. Results showed that consumer reviews published in an ascending order of ratings led to more systematic information processing, which in turn was positively related to perceived review helpfulness. The opposite was true for the placement effects of consumer reviews on heuristic processing, and the relationship between heuristic processing and perceived review helpfulness. Consumers’ prior brand attitude had a positive association with systematic processing and perceived review helpfulness, in addition to a negative relationship with heuristic processing. While perceived review helpfulness and perceived e-commerce website credibility were positively associated with each other, the latter was similarly linked to consumer intentions to shop on the e-commerce website.

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探索在线消费者评论对启发式与系统信息处理和消费者决策的序列位置效应

在线消费者评论具有重要的营销功能，因为它们提供了有用的消费者生成的产品信息，可以帮助在线购物者评估产品以做出购买决定。为了充分利用这种消费者驱动的营销机会，营销人员的一种常见做法是，例如，从“最高”到“最低”评级显示这些评论，以战略性地“引导”在线购物者访问和处理这些评论。本研究考察了在线消费者评论的连续位置放置如何影响导致产品评估和购买决策的系统和启发式信息处理风格。结果表明，消费者评价的评分顺序越高，信息处理的系统化程度越高，而系统化程度越高，评价的有用性越高。消费者评论对启发式加工的放置效果以及启发式加工与感知评论有用性之间的关系则相反。消费者先前品牌态度与系统加工和感知评价帮助性有正相关，与启发式加工有负相关。虽然感知到的评论有用性和感知到的电子商务网站可信度彼此呈正相关，但后者同样与消费者在电子商务网站上购物的意愿相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.