Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude

被引:1
|
作者
Park, Do-Hyung [1 ]
机构
[1] Kookmin Univ, Grad Sch Business IT, Seoul 02707, South Korea
基金
新加坡国家研究基金会;
关键词
collective intelligence; online consumer reviews; third-party reviews; source credibility; source familiarity;
D O I
10.3390/su13042024
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in consumer decision making. Compared with expert-created information, each piece of information is less powerful or persuasive, but their aggregation can be more credible and acceptable. This concept is called collective intelligence knowledge. This study focuses on the persuasive effect on consumer product attitudes of consumer-created information compared to expert-created information. Using source credibility and familiarity theory, the study reveals how prior brand attitudes can play a moderating role in the persuasive effect of consumer-created information and expert-created information. Specifically, this study shows how consumer-created information is more persuasive when consumers have more favorable prior brand attitudes, while expert-created information is more persuasive when consumers have less favorable prior brand attitudes. Based on the results, this study proposes practical strategies for information structure, curation, and presentation. If a company has a good-quality brand evaluation of its products, it should increase the weight of consumer-created information such as online consumer reviews. Otherwise, the company needs to first improve brand evaluation through expert-created information such as third-parties or power-blogger reviews.
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页码:1 / 12
页数:12
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