Title
Balance and sequence in online reviews : how perceived usefulness affects attitudes and intentions Balance and sequence in online reviews : how perceived usefulness affects attitudes and intentions
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Journal of interactive marketing. - New York
Volume/pages
26(2012) :4 , p. 244-255
ISSN
1094-9968
ISI
000309083700006
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This paper is the first study that investigates the impact of balance (the ratio of positive and negative reviews) and sequence (the order in which the reviews are presented) of a set of online reviews on the perceived usefulness of these reviews (objective 1). As a second objective, our study attempts to provide more understanding in the gatekeeping role of the perceived usefulness. The results do not only evidence that review balance matters, but also reveal that review sequence has an important effect on the perceived usefulness of a set of reviews. The crucial role of perceived usefulness is demonstrated in that only when reviews are perceived as relatively useful, recall of positive and negative review information affects attitude and intention formation through the impression it creates about the object.
E-info
https://repository.uantwerpen.be/docman/iruaauth/aec7db/69b540a8c38.pdf
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000309083700006&DestLinkType=RelatedRecords&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000309083700006&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000309083700006&DestLinkType=CitingArticles&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
Handle