Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise

Abstract

The previous studies have shown inconsistent relationship between the valence (positive or negative) of online consumer reviews and consumer decision making. With accessibility/diagnosticity theory, this study attempts to explain this discrepancy through exploring consumer expertise as a moderator. Our results from a 2 * 2 experiment design indicate that the impact of online reviews valence is moderated by consumer expertise: The impact difference between negative reviews and positive reviews is greater for consumers with low expertise than for those with high expertise. Our study adds to the literature relevant with e-WOM effect. And we also provide managerial implications for e-marketers.