Beyond a bunch of reviews: The quality and quantity of electronic word-of-mouth

Shiu Wan Hung; Che Wei Chang; Ssu Yu Chen

doi:10.1016/j.im.2023.103777

Beyond a bunch of reviews: The quality and quantity of electronic word-of-mouth

Shiu Wan Hung, Che Wei Chang, Ssu Yu Chen

Department of Business Administration

Research output: Contribution to journal › Article › peer-review

8 Scopus citations

Abstract

This work proposed an integrated model incorporating review quality and quantity to explore the extent to which consumers adopt electronic word-of-mouth (e-WOM) information. A linear structural equation model was employed to analyze 435 valid responses and test it against the hypotheses. The empirical results suggest that in terms of e-WOM the influence of review quantity outweighs that of the review quality. Review consistency negatively correlates with informational influence. Consumers are alert to highly consistent reviews and may easily doubt ones that contain similar content. Furthermore, the relationship between perceived persuasiveness and social influence will not be inhibited by confirmation bias.

Original language	English
Article number	103777
Journal	Information and Management
Volume	60
Issue number	3
DOIs	https://doi.org/10.1016/j.im.2023.103777
State	Published - Apr 2023

Keywords

Electronic word-of-mouth
Online consumer reviews
Quality
Quantity

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10.1016/j.im.2023.103777

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title = "Beyond a bunch of reviews: The quality and quantity of electronic word-of-mouth",

abstract = "This work proposed an integrated model incorporating review quality and quantity to explore the extent to which consumers adopt electronic word-of-mouth (e-WOM) information. A linear structural equation model was employed to analyze 435 valid responses and test it against the hypotheses. The empirical results suggest that in terms of e-WOM the influence of review quantity outweighs that of the review quality. Review consistency negatively correlates with informational influence. Consumers are alert to highly consistent reviews and may easily doubt ones that contain similar content. Furthermore, the relationship between perceived persuasiveness and social influence will not be inhibited by confirmation bias.",

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AB - This work proposed an integrated model incorporating review quality and quantity to explore the extent to which consumers adopt electronic word-of-mouth (e-WOM) information. A linear structural equation model was employed to analyze 435 valid responses and test it against the hypotheses. The empirical results suggest that in terms of e-WOM the influence of review quantity outweighs that of the review quality. Review consistency negatively correlates with informational influence. Consumers are alert to highly consistent reviews and may easily doubt ones that contain similar content. Furthermore, the relationship between perceived persuasiveness and social influence will not be inhibited by confirmation bias.

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KW - Online consumer reviews

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Beyond a bunch of reviews: The quality and quantity of electronic word-of-mouth

Abstract

Keywords

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