User reviews and uncertainty assessment: A two stage model of consumers' willingness-to-pay in online markets

被引：61
|
作者：
Wu, Jianan [1 ]
Wu, Yinglu [1 ]
Sun, Jie [1 ]
Yang, Zhilin [2 ]
机构：
[1] Louisiana State Univ, EJ Ourso Coll Business, Baton Rouge, LA 70803 USA
[2] City Univ Hong Kong, Coll Business, Hong Kong, Hong Kong, Peoples R China
来源：
DECISION SUPPORT SYSTEMS | 2013年 / 55卷 / 01期
关键词：
Electronic commerce; Online user reviews; Risk attitude; Willingness-to-pay; WORD-OF-MOUTH; RISK; REPUTATION; SELECTION; COMMERCE; BEHAVIOR; SEARCH; SALES; TRUST; PRICE;
D O I：
10.1016/j.dss.2013.01.017
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
We develop a two-stage conceptual consumer decision model from the risk perspective to understand the role of online user reviews in consumers' Willingness-To-Pay (WTP). In stage one, consumers assess product uncertainty with product reviews. In stage two, they assess seller uncertainty with seller reviews, conditional on their assessment of product uncertainty in stage one. We further develop an operationalization of our conceptual model using the expected utility theory and derive hypotheses on the effects of online user reviews on consumers' WTP. We test our hypotheses using data from an experimental study and an empirical study. (C) 2013 Elsevier B.V. All rights reserved.
引用
收藏
页码：175 / 185
页数：11
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