The Cognitive Fit Between the Representation Format of Online Consumer Reviews and the Level of Consumer Involvement
نویسنده
چکیده
The online consumer review, which is a positive or negative statement created by consumers, is an independent product information resource with growing popularity and importance. To maximize the effect of online consumer reviews, this study proposes two different review formats (list review format vs. matrix review format), and examines which representation format is efficient depending on consumer characteristics (involvement) from the perspective of information processing using the elaboration likelihood model and cognitive fit theory. In addition, this study shows that the effect of the cognitive fit between review format and consumer involvement is moderated by the number of reviews. The findings of this study help us understand the effects of online consumer reviews from the information-processing perspective, and have implications for practitioners on how to manage and deliver online consumer reviews.
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