Disconfirmation effect on online review credibility: An experimental analysis

The rise of e-commerce has led to the increased reliance users on electronic word-of-mouth (eWOM) evaluate products and services offered. Previous research attempted determine which reviews are more credible than others, as tend impact readers non-credible ones. However, one questions in this domain that not been addressed so far is circumstances review writing itself, may influence way written affect its credibility. In paper, we describe a controlled experiment study impacts user's exposure past own product experience perceived credibility by user. We have employed attitude-behavior linkage theories disconfirmation effect phenomenon. Our results indicate disconfirmation, or difference between expected experience, significant user writes hence review's with subsequent review. find follow U-shaped relationship, high for highest lowest values disconfirmation.