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Online consumer reviews: A marketing tool to improve the perceived informativeness and perceived value
Vali, Hessamedin
Vali, Hessamedin
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Dissertation
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2016-05
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Dissertation
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Electronic dissertations
Electronic dissertations
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Abstract
Consumer reviews as an important source of product information are becoming popular
in online markets. Due to lack of physical access to the product and variation among buyer
preferences, there is always the risk of selecting an inappropriate product that doesn’t meet a
customer’s needs. If this happens, not only does the buyer face an uncomfortable situation, but
also the seller will be in jeopardy of losing potential customers as well as paying warrantyrelated
costs and expenses.
In the second chapter, the focus is on different types of conflicting information among
reviews as factors that affect their informativeness and accuracy of a purchasing decision.
Cognitive load theory explains that when a type of review conflict is easy to capture but cannot
be related to a product, like a conflicting star rating, the cognitive load is too low, and the
product information cannot be captured. Conflicting attributes can be easily related to a product
and they are easy to capture; therefore, the cognitive load is medium and the delivered
information is high.
In the third chapter, the focus is on the effect of a review’s repeating purchase cues on the
overall perceived value of the product. In summary, when a positive review includes repeating
purchase cues, positive reviews are perceived more helpful than negative reviews.
Finally, the value of review dimensions and review format on the review’s perceived
value is studied. In general, comparison reviews are perceived to be more valuable than noncomparison
reviews. However, in the field of consumer reviews, comparing reviews provides too
much information and overwhelms the potential buyer. By categorizing information in a table
format, the overwhelming issue can be managed so, comparing reviews in a table format is
perceived more valuable than existing traditional reviews.
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Thesis (Ph.D.)-- Wichita State University, College of Engineering, Dept. of Industrial and Manufacturing Engineering
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Wichita State University
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Copyright 2016 Hessamedin Vali