TY - GEN
T1 - Cross-Review Incoherence and Purchase Deferral
AU - Yin, Dezhi
AU - De Vreede, Triparna
AU - Steele, Logan
AU - De Vreede, Gert Jan
N1 - Publisher Copyright:
© 2021 42nd International Conference on Information Systems, ICIS 2021 TREOs: "Building Sustainability and Resilience with IS: A Call for Action". All Rights Reserved.
PY - 2021
Y1 - 2021
N2 - This paper focuses on inconsistency among a set of reviews and explores how, why, and when the presence of cross-review incoherence influences consumers’ purchase deferral—their likelihood of making a “buy/not buy” decision immediately after consulting the reviews or deferring it until after obtaining more information. Based on the cognitive dissonance theory, we hypothesize that (a) the presence of cross-review incoherence or attribute-level contradictions among a set of reviews leads to lower certainty in consumer attitudes and a higher likelihood of purchase deferral, (b) this effect transpires through consumers’ helpfulness and credibility evaluations of the review set, and (c) the effect of cross-review incoherence on review set evaluations is weakened when the specificity of the context behind reviewers’ opinions is high. We conducted two experiments and found support for these predictions.
AB - This paper focuses on inconsistency among a set of reviews and explores how, why, and when the presence of cross-review incoherence influences consumers’ purchase deferral—their likelihood of making a “buy/not buy” decision immediately after consulting the reviews or deferring it until after obtaining more information. Based on the cognitive dissonance theory, we hypothesize that (a) the presence of cross-review incoherence or attribute-level contradictions among a set of reviews leads to lower certainty in consumer attitudes and a higher likelihood of purchase deferral, (b) this effect transpires through consumers’ helpfulness and credibility evaluations of the review set, and (c) the effect of cross-review incoherence on review set evaluations is weakened when the specificity of the context behind reviewers’ opinions is high. We conducted two experiments and found support for these predictions.
KW - consumer decision-making
KW - credibility
KW - helpfulness
KW - inconsistency
KW - Information incoherence
KW - online word-of-mouth
KW - purchase deferral
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M3 - Conference contribution
AN - SCOPUS:85192366393
T3 - 42nd International Conference on Information Systems, ICIS 2021 TREOs: "Building Sustainability and Resilience with IS: A Call for Action"
BT - 42nd International Conference on Information Systems, ICIS 2021 TREOs
T2 - 42nd International Conference on Information Systems: Building Sustainability and Resilience with IS: A Call for Action, ICIS 2021 TREOs
Y2 - 12 December 2021 through 15 December 2021
ER -