Online consumer reviews …why do we adopt them?

Consumers are increasingly using online consumer reviews (OCRs) to help inform their purchasing decisions. As such, it is important for marketers and academics to improve their understanding of the behavioral consequences of e-Word-Of-Mouth. In this study, we adopt the information adoption moderated model (IAMM) to investigate the predictors of consumer’s adoption of OCRs. Drawing on the IAMM, we analyse the influence of OCRs information...