Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7246896 | Journal of Interactive Marketing | 2016 | 14 Pages |
Abstract
We extend the current research by focusing on the varying impact of review volume on consumers' willingness-to-pay. Combining economic and behavioral theories of decisions under uncertainty, we argue that consumers' preferences of uncertainty can vary both across and within individuals. The extended framework thus concludes that the impact of review volume on consumers' willingness-to-pay not only varies across individuals with different types of uncertainty preferences, but may also change with review valence within an individual of some types of uncertainty preferences. The framework is tested using an experimental study and an empirical study. Results from both studies provide good support for this broader framework.
Keywords
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Yinglu Wu, Jianan Wu,