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The Impact of On-Line Consumer Reviews on Value Perception: The Dual-Process Theory and Uncertainty Reduction

The Impact of On-Line Consumer Reviews on Value Perception: The Dual-Process Theory and Uncertainty Reduction

Hsin Hsin Chang, Po Wen Fang, Chien Hao Huang
Copyright: © 2015 |Volume: 27 |Issue: 2 |Pages: 26
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781466675469|DOI: 10.4018/joeuc.2015040102
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MLA

Chang, Hsin Hsin, et al. "The Impact of On-Line Consumer Reviews on Value Perception: The Dual-Process Theory and Uncertainty Reduction." JOEUC vol.27, no.2 2015: pp.32-57. http://doi.org/10.4018/joeuc.2015040102

APA

Chang, H. H., Fang, P. W., & Huang, C. H. (2015). The Impact of On-Line Consumer Reviews on Value Perception: The Dual-Process Theory and Uncertainty Reduction. Journal of Organizational and End User Computing (JOEUC), 27(2), 32-57. http://doi.org/10.4018/joeuc.2015040102

Chicago

Chang, Hsin Hsin, Po Wen Fang, and Chien Hao Huang. "The Impact of On-Line Consumer Reviews on Value Perception: The Dual-Process Theory and Uncertainty Reduction," Journal of Organizational and End User Computing (JOEUC) 27, no.2: 32-57. http://doi.org/10.4018/joeuc.2015040102

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Abstract

This study combines the dual-process theory (DPT) and the uncertainty reduction theory (URT) to examine how on-line consumer reviews affect consumer uncertainty reduction and value perceptions in order to understand whether consumer attitudes will be influenced by on-line consumer reviews and if relationships are built between consumers and companies as a result. The results indicated that argument quality, recommendation sidedness, source credibility, confirmation of prior beliefs, and recommendation ratings have a positive effect on the uncertainty reduction of consumers towards the businesses under consideration. Since uncertainty reduction has an effect on value perception, this study suggests that companies provide on-line consumer reviews on their websites to increase consumer uncertainty reduction and to improve consumer value perception of their companies.

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