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Paper Number
2070
Paper Type
short
Description
Online reviews are a crucial aspect of businesses’ success. Thus, businesses encourage reviewers to write reviews offering concrete helpful information but such reviews are scarce. This study attempts to move beyond the traditional approaches to understanding reviewers’ behavior and uses a novel lens of ‘human construal’. By drawing on Construal Level Theory (CLT) we tend to understand reviewers' and readers’ perceptions and utilize that for the maximization of review concreteness. Review concreteness is a semantic characteristic of a review and is considered an important aspect of reviews’ perceived quality. We examine if reviewers’ and readers’ construal can be utilized to manipulate some factors of website design in a way that it drives reviewers to write and readers to perceive more concrete reviews and consequently enhance the overall concreteness of reviews. The study amalgamates literature from psychology, marketing, and information systems and has significant potential to benefit both businesses and consumers
Recommended Citation
Dwivedi, Divya and Banerjee, Shankhadeep, "Effect of Website Design Characteristics on the Concreteness of Online Reviews: A Construal Level Perspective" (2023). ICIS 2023 Proceedings. 12.
https://aisel.aisnet.org/icis2023/generalis/generalis/12
Effect of Website Design Characteristics on the Concreteness of Online Reviews: A Construal Level Perspective
Online reviews are a crucial aspect of businesses’ success. Thus, businesses encourage reviewers to write reviews offering concrete helpful information but such reviews are scarce. This study attempts to move beyond the traditional approaches to understanding reviewers’ behavior and uses a novel lens of ‘human construal’. By drawing on Construal Level Theory (CLT) we tend to understand reviewers' and readers’ perceptions and utilize that for the maximization of review concreteness. Review concreteness is a semantic characteristic of a review and is considered an important aspect of reviews’ perceived quality. We examine if reviewers’ and readers’ construal can be utilized to manipulate some factors of website design in a way that it drives reviewers to write and readers to perceive more concrete reviews and consequently enhance the overall concreteness of reviews. The study amalgamates literature from psychology, marketing, and information systems and has significant potential to benefit both businesses and consumers
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