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

Shiu Wan Hung, Che Wei Chang, Ssu Yu Chen

Research output: Contribution to journalArticlepeer-review

2 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 languageEnglish
Article number103777
JournalInformation and Management
Volume60
Issue number3
DOIs
StatePublished - Apr 2023

Keywords

  • Electronic word-of-mouth
  • Online consumer reviews
  • Quality
  • Quantity

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