Please use this identifier to cite or link to this item: https://doi.org/10.1007/978-3-642-02574-7_59
Title: Are we trapped by majority influences in electronic word-of-mouth?
Authors: Tong, Y. 
Zhong, Y.
Keywords: Majority influence
Online feedback system
System design
Word-of-mouth
Issue Date: 2009
Source: Tong, Y.,Zhong, Y. (2009). Are we trapped by majority influences in electronic word-of-mouth?. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) 5610 LNCS (PART 1) : 520-529. ScholarBank@NUS Repository. https://doi.org/10.1007/978-3-642-02574-7_59
Abstract: Being an effective online mechanism to generate large-scale electronic Word-of-Mouth (EWOM), online feedback systems (OFS) offers a variety of system design cues to facilitate consumers' decision making. However, such cues may lead consumers to make inferences based on an overall picture of the majority opinion without scrutinizing the content of reviews. This study draws on theories of majority/minority influence and dual-process to explore the influences of OFS design cues on consumers' learning outcomes (i.e., awareness of product/service, confidence in judgment, intention to searching for additional information and intention to conform to majority). Numerical and power majority influences are examined through two design cues: review clustering format (list-clustering vs. pair-clustering) and source credibility (available vs. unavailable). © 2009 Springer Berlin Heidelberg.
Source Title: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
URI: http://scholarbank.nus.edu.sg/handle/10635/42843
ISBN: 3642025730
ISSN: 03029743
DOI: 10.1007/978-3-642-02574-7_59
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