PACIS 2022 Proceedings


Online reviews surge as a topic in research and practice in the IT realm. Recently, there has been a massive discussion on fake reviews and the authenticity of online reviews. Hence, reviews’ trust is gradually declining given how bad review sites are at detecting fake reviews. This short paper contributes to this discourse of descending reign of online reviews in aligning to the information search process, considering implicit variables like trust, the proximity of information sources, and the abundance of information from a gender perspective. The preliminary results show that the male takes the opposite information search path as the female consumers. Females are losing their trust in online reviews and rely on proximate sources while males are still confident with online reviews. Further, this work contributes a new theoretical perspective to overcome the existing online review destruction by using the calibration of online and expert reviews.



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