Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers
Abstract
The influence of positive online consumer reviews on a traveler's decision making remains unclear. To better understand the perceived usefulness of online reviews, this study conducts two experiments using positive and negative online consumer reviews. Study results suggest that high risk-averse travelers find negative online reviews more useful than positive reviews. For positive online reviews, high-risk averse travelers feel expert reviewers'...
Paper Details
Title
Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers
Published Date
Sep 1, 2015
Journal
Volume
68
Issue
9
Pages
1829 - 1835
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