Description
Online consumer review plays an important role in customers’ purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.
Recommended Citation
Vali, Hessamedin; Xu, David; and Yildirim, Mehmet, "The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decisions" (2015). AMCIS 2015 Proceedings. 9.
https://aisel.aisnet.org/amcis2015/HCI/GeneralPresentations/9
The Effect of Conflicting Consumer Reviews on the Accuracy of a Purchase Decisions
Online consumer review plays an important role in customers’ purchase decisions. However, conflicting online reviews can confuse potential customers. As a result, he/she will take a risk of either selecting a product that is not able to satisfy their needs or not select an appropriate product. This error in purchasing can impose significant tangible and intangible costs on the supply chain. In this paper, a conceptual framework will be proposed to model the effect of three types of conflict among online consumer reviews: including Conflicting opinions among product attributes, Conflicting star ratings and the Disagreement intensity among reviewers (CCD model) on the perceived informativeness and accuracy of a purchase decision. Result of this study may help sellers to analyze and categorize online reviews and publish reviews that would improve the accuracy of a purchase decision, thereby decreasing the overall cost of a wrong purchase.