APJIS Asia Pacific Journal of Information Systems

검색

The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS) is published by the Korea Society
of Management Information Systems (KMIS), which is the largest professional institute
in the field of information systems in Korea.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Sang-Yong Tom Lee

View full editorial board

menu05_sub01_ov.gif

Share this page

Current Issue

Date September 2016
Vol. No. Vol. 26 No. 3
DOI http://dx.doi.org/10.14329/apjis.2016.26.3.449
Page 449~476
Title Your Expectation Matters When You Read Online Consumer Reviews: The Review Extremity and the Escalated Confirmation Effect
Author Jung Lee, Hong Joo Lee
Keyword Electronic Word-of-mouth, Expectation-confirmation Theory, Product Value, Review Tone
Abstract This study examines how an initially perceived product value affects consumer’s purchase intention after reading online reviews with various tones. The study proposes that associations among initially perceived overall product value, degree of confirmation resulting from reading the reviews, and final purchase intention differ across review tones such that 1) when the tone is favorable, the effect of an initially perceived product value is stronger than when the tone is critical, and 2) when the tone is extreme, the effect of confirmation is stronger than when the tone is moderate. The survey was conducted with 276 online shopping mall users in Korea, and most of the hypotheses were supported. This study asserts that the effects of online reviews should be considered together with customer’s level of expectation formed prior to reading online reviews, which resulted from extensive search and screening processes that the customer went through before reading online reviews.

Submit Your Manuscript
User Guide
Reviewer Guide

Home     l      Site Map      l       Abstracting/Indexing      l      FAQ      l      Publisher      l       Contact Us     l       Admin Login

© 2013 The Korean Society of Management Information Systems. All rights reserved.