Online Reviews: The Role of Information Load and Peripheral Factors

被引:71
作者
Zhang, Lu [1 ]
Wu, Luorong [2 ]
Mattila, Anna S. [3 ]
机构
[1] Michigan State Univ, Broad Coll Business, E Lansing, MI 48825 USA
[2] Temple Univ, Sch Tourism & Hospitality Management, Philadelphia, PA 19122 USA
[3] Penn State Univ, Lodging Management, Sch Hospitality Management, University Pk, PA 16802 USA
关键词
online reviews; information load; motivational state; incidental cue; temporal distance; WORD-OF-MOUTH; REGULATORY FOCUS; MODERATING ROLE; DECISION; PRODUCT; EWOM; OVERLOAD; QUALITY; SEARCH; TRUSTWORTHINESS;
D O I
10.1177/0047287514559032
中图分类号
F [经济];
学科分类号
02 ;
摘要
Online reviews have become one of the most influential information sources for consumer decision making. The current research aims to contribute to our understanding of the following question: When consumers are faced with multiple online reviews with mixed information, do they turn to various peripheral factors in order to form their prepurchase evaluations? This study focuses on two types of peripheral factors: motivational state and incidental cue. Results from two experimental studies suggest that information load has a dual function in influencing the effectiveness of peripheral cues, depending on which peripheral cue is used in hand. Findings of this study have important implications for social media marketers. Given distinct levels of information load (high vs. low), different types of peripheral cues should be incorporated strategically in an effort to influence consumers' purchase intentions.
引用
收藏
页码:299 / 310
页数:12
相关论文
共 75 条
[1]   Habits as knowledge structures: Automaticity in goal-directed behavior [J].
Aarts, H ;
Dijksterhuis, A .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 2000, 78 (01) :53-63
[2]  
[Anonymous], 2005, Inside consumption
[3]  
[Anonymous], 2010, HDB SOCIAL PSYCHOL
[4]   FOCUS OF ATTENTION AND CAUSAL ATTRIBUTIONS OF ACTORS AND OBSERVERS [J].
ARKIN, RM ;
DUVAL, S .
JOURNAL OF EXPERIMENTAL SOCIAL PSYCHOLOGY, 1975, 11 (05) :427-438
[5]   Predicting the intention to use consumer-generated media for travel planning [J].
Ayeh, Julian K. ;
Au, Norman ;
Law, Rob .
TOURISM MANAGEMENT, 2013, 35 :132-143
[6]  
Bargh John A., 1997, AUTOMATICITY EVERDAY
[7]  
Baumgartner H., 2008, Handbook of consumer psychology, P367
[8]  
Blascovich J., 1993, MEASURES PERSONALITY, P115, DOI DOI 10.1016/B978-0-12-590241-0.50008-3
[9]   Vacationers and eWOM: Who Posts, and Why, Where, and What? [J].
Bronner, Fred ;
de Hoog, Robert .
JOURNAL OF TRAVEL RESEARCH, 2011, 50 (01) :15-26
[10]   The Influence of Online Reviews on Consumers' Attributions of Service Quality and Control for Service Standards in Hotels [J].
Browning, Victoria ;
So, Kevin Kam Fung ;
Sparks, Beverley .
JOURNAL OF TRAVEL & TOURISM MARKETING, 2013, 30 (1-2) :23-40