Edited by Linda D. Hollebeek and David E. Sprott
Chapter 18: The impact of customer engagement behaviors and majority/minority information on the use of online reviews
While the use of consumer-to-consumer (c2c) online review information by consumers has been well-established, little research has investigated how online reviews impact consumers’ decision-making. Combining a customer engagement perspective (defined as time-on-task via eye-tracking) with the source-context-elaboration model, we propose that customer engagement behaviors along with majority and minority information differentially impact decision-making. Utilizing a mixed-methods approach (eye-tracking and experimental design), we test the extent to which majority (overall summary ratings) and minority (qualitative comments contrary to the overall ratings) information impact satisfaction with a decision and when minority information begins to become predominant. As expected, our results show that majority influence plays an important role; however, under increasing customer engagement with the minority feedback, the impact of the majority information drops precipitously.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.