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Paper Type
ERF
Description
While online user-generated reviews are believed to lower purchase uncertainty, some recent studies reveal that the inconsistency between numerical ratings and the sentiment of text reviews exists and impacts consumers' purchase intention. However, we know little about which factors mitigate the impact of such inconsistency. In this paper, we examine the impact of text-rating inconsistency on consumers’ actual purchase behavior and the moderating effect of user-generated pictures in online reviews on the relationship between text sentiment-rating inconsistency and consumers’ purchase behavior. This study contributes to the literature by being among the first to examine how inconsistency between text sentiment and product rating influences individual consumers' actual purchase behavior and how the presence of pictures in reviews mitigates the negative impact of review inconsistency on purchase. Our results also guide platform owners on how to manage their strategy for encouraging user-generated reviews.
Paper Number
1760
Recommended Citation
Choi, Heui Jae; Khern-am-nuai, Warut; Han, Kunsoo; and So, Hyunji, "Economic Implications of Rating-Sentiment Inconsistency in Online Reviews and the Role of User-Generated Photos" (2023). AMCIS 2023 Proceedings. 12.
https://aisel.aisnet.org/amcis2023/sig_dsa/sig_dsa/12
Economic Implications of Rating-Sentiment Inconsistency in Online Reviews and the Role of User-Generated Photos
While online user-generated reviews are believed to lower purchase uncertainty, some recent studies reveal that the inconsistency between numerical ratings and the sentiment of text reviews exists and impacts consumers' purchase intention. However, we know little about which factors mitigate the impact of such inconsistency. In this paper, we examine the impact of text-rating inconsistency on consumers’ actual purchase behavior and the moderating effect of user-generated pictures in online reviews on the relationship between text sentiment-rating inconsistency and consumers’ purchase behavior. This study contributes to the literature by being among the first to examine how inconsistency between text sentiment and product rating influences individual consumers' actual purchase behavior and how the presence of pictures in reviews mitigates the negative impact of review inconsistency on purchase. Our results also guide platform owners on how to manage their strategy for encouraging user-generated reviews.
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