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

Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in decision making. Compared with expert-created information, each piece of is less powerful or persuasive, but their aggregation can be more credible acceptable. This concept called collective intelligence knowledge. study focuses on the persuasive effect product attitudes compared to information. Using source credibility familiarity theory, reveals how prior brand play moderating Specifically, this shows when consumers favorable attitudes, while attitudes. Based results, proposes practical strategies for structure, curation, presentation. If company has good-quality evaluation its products, it should increase weight reviews. Otherwise, needs first improve through third-parties power-blogger