Numbers speak where words fail: Exploring the effect of online consumer reviews on consumer decision making

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

2 Citations (Scopus)

Abstract

Consumers are increasingly relying on online consumer reviews (OCRs) to facilitate their decision making process as a credible source of information. This study seeks to explicate why consumers deem OCRs as helpful and how they make use of OCRs in their decision making process. By drawing on Simon’s decision making model, this study posits that the two forms of OCRs (i.e., numerical ratings and opinionated reviews) facilitate consumers’ decisional processes in terms of the effectiveness of constructing consideration sets and the efficiency of arriving at a final decision. Consumers’ performance in decisional process in turn determines the justifiability of and the confidence in their decisional outcomes. To empirically test all the hypotheses proposed in this study, a field survey was conducted on users of a custom-developed online restaurant review website equipped with OCR curation features and populated with real restaurant review data. Except for two unexpected findings, all hypotheses were supported by the data analysis results. It is worth noting that, numerical rating exerts stronger positive influence on decisional process efficiency comparing to opinionated review. Furthermore, decisional outcome justifiability mediates the positive effects of both decisional process effectiveness and decisional process efficiency on decisional outcome confidence. This study contributes to both research and practice by offering a more in depth explanation to consumers’ reliance on OCRs through the lens of bounded rationality and providing excitable guidelines for enhancing the benefits of OCRs via curation features.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations
Subtitle of host publicationSupporting Business - 4th International Conference, HCIBGO 2017 Held as Part of HCI International 2017, Proceedings
EditorsChuan-Hoo Tan, Fiona Fui-Hoon Nah
PublisherSpringer Verlag
Pages246-263
Number of pages18
ISBN (Print)9783319584836
DOIs
Publication statusPublished - 2017
Event14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 - Espoo, Finland
Duration: 3 Jul 20176 Jul 2017

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10294 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017
Country/TerritoryFinland
CityEspoo
Period3/07/176/07/17

Keywords

  • Bounded rationality
  • Curation design
  • Decisional outcome
  • Decisional process
  • Online consumer review

ASJC Scopus subject areas

  • Theoretical Computer Science
  • General Computer Science

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