The Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesis

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dc.contributor.authorPark, Do-Hyung-
dc.contributor.authorPark, Se-Bum-
dc.date.accessioned2008-06-05T06:37:26Z-
dc.date.available2008-06-05T06:37:26Z-
dc.date.issued2007-03-
dc.identifier.citationKAIST Business School Working Paper Series KBS-WP-2007-005en
dc.identifier.urihttp://ssrn.com/abstract=976612-
dc.identifier.urihttp://www.ssrn.com/link/KAIST-Business-School.html-
dc.identifier.urihttp://hdl.handle.net/10203/4939-
dc.description.abstractThis research examines the multiple source effect of online consumer reviews (OCRs) on brand evaluations. In a test of the risk diversification hypothesis, the authors postulate that OCRs can enhance brand evaluations because exposure to multiple sources of OCRs not only prompts more effortful processing of different reviews, but also diversifies online purchase risks. The empirical data reported in this article demonstrate that brand evaluations become more favorable when OCRs are provided by multiple review sources with dissimilar backgrounds. It is further shown that this persuasive advantage accentuates when a consumer purchases a product from a less trusted online seller or when a consumer purchases a lesser-known brand.en
dc.language.isoen_USen
dc.publisherThe Social Science Research Network(SSRN)en
dc.subjectMultiple Source Effecten
dc.subjectRisk Diversificationen
dc.subjectOnline Consumer Reviewsen
dc.titleThe Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesisen
dc.typeArticleen
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KGSM-Journal Papers(저널논문)
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