The psychological effects of star rating numeracy cues and customer review feedback on information processing of electronic word-of-mouth
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This 2x3x2 factorial experiment examined the psychological effects of star rating numeracy cues and customer review feedback of online consumer product reviews on attitude toward the review, attitude toward the reviewer, perceived usefulness of the review and purchase intent. The literature nearly exclusively focuses on eWOM as a static form of promotion, but this research treats eWOM as a dynamic process. The Internet has enabled consumers to return to product reviews they previously wrote and update their opinions based on product use by making changes to the star rating and narrative information. Overall, the study found that reviews with high star ratings generate more positive attitudes toward the review and reviewer, as well as higher purchase intent, but were found to be less useful than reviews with low star ratings. Dynamic positive reviews generated more positive attitudes toward the review and reviewer, as well as higher purchase intent, but static reviews were found to be more useful than either form of dynamic review. This research adds to existing eWOM research by examining the impact of this dynamic process on consumer attitudes and purchase behaviors. This research also has practical applications for retailers who are still attempting to understand and leverage eWOM's influence on consumers' attitudes and purchase intentions.
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