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http://hdl.handle.net/10397/93617
Title: | Using the anchoring effect and the cultural dimensions theory to study customers’ online rating behaviors | Authors: | Wang, Q Chau, M Peng, CH Ngai, EWT |
Issue Date: | Oct-2022 | Source: | Information systems frontiers, Oct. 2022, v. 24, p. 1451-1463 | Abstract: | This study focuses on the effect of prior average ratings of a product on subsequent online ratings, and we further analyze whether culture moderates this effect. The anchoring effect theory and cultural dimensions theory serve as the theoretical foundations for our investigation. To our best knowledge, we are the first to introduce the anchoring effect theory into the online review context. This study is also among the first to investigate how culture influences customers’ online evaluations. Empirical results suggest that the prior average rating positively influences subsequent customers’ posted ratings, and this positive influence is significantly moderated by culture. Besides theoretical contributions, our insights may also strategically benefit online sellers by increasing customer satisfaction and improving long-term sales. | Keywords: | Anchoring effect theory Culture E-commerce Hofstede cultural dimensions theory Online rating behavior Online word-of-mouth |
Publisher: | Springer | Journal: | Information systems frontiers | ISSN: | 1387-3326 | EISSN: | 1572-9419 | DOI: | 10.1007/s10796-021-10148-2 | Rights: | © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2021 This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use (https://www.springernature.com/gp/open-research/policies/accepted-manuscript-terms), but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1007/s10796-021-10148-2 |
Appears in Collections: | Journal/Magazine Article |
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Wang_Using_The_Anchoring.pdf | Pre-Published version | 884.37 kB | Adobe PDF | View/Open |
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