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A mixed-methods approach to disclose the influence of twofold information usefulness on sales
conference contribution
posted on 2015-01-01, 00:00 authored by L I Liu, J S J Ren, L Song, Kristijan MirkovskiKristijan MirkovskiIn the current study, we examine the relative effects of the two types of consumer reviews (i.e., Positive and negative eWOM) on consumers' purchase decisions, and the moderating roles of the two types of information usefulness (i.e., Explicit usefulness and implicit usefulness). Analyzing a large-scale panel data collected from an online shopping site, we found that consumers' purchase decisions are indeed influenced by both positive and negative reviews. In addition, a SVM classifier is built to identify the implicit useful reviews. Our results show that information usefulness, including explicit and implicit useful information, has an important moderating role in consumers' purchase decisions. This study contributes to the existing literature by explaining how information usefulness (i.e., Explicit and implicit usefulness) moderates the influence of consumer review on consumers' purchase decisions, and providing a classifier for consumer reviews through sentiment analysis in online social shopping sites. The results offer important and interesting insights to IS research and practice.
History
Event
Hawaii International Conference on System Sciences. Conference (2015 : Kauai, Hawaii)Volume
2015-MarchPagination
3345 - 3353Publisher
IEEELocation
Kauai, HawaiiPlace of publication
Piscataway, N.J.Publisher DOI
Start date
2015-01-05End date
2015-01-08ISSN
1530-1605ISBN-13
9781479973675Language
engPublication classification
E1.1 Full written paper - refereed; E Conference publicationTitle of proceedings
Proceedings of the 48th Annual Hawaii International Conference on System Sciences 2015Usage metrics
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No categories selectedKeywords
Science & TechnologyTechnologyComputer Science, Information SystemsComputer Science, Theory & MethodsOperations Research & Management ScienceComputer Sciencesocial commercepositive electronic word of mouthnegative electronic word of mouthinformation usefulnessexplicit usefulnessimplicit usefulnessconsumer purchase decisionmixed-methodsWORD-OF-MOUTHONLINE CONSUMER REVIEWSMODERATING ROLECOMMUNITIESPRODUCTIMPACT
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