Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers
Journal of Business ResearchPublished 7 February 2015Open access
Luis V. Casaló, Carlos Flavián, Miguel Guinalíu, Yüksel Ekinci
Citations197
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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' postings, travel product pictures, and well-known brand names enhance usefulness of the positive online reviews. These findings offer interesting implications for both marketing theory and practice.
Keywords
Social SciencesBusiness, Management and Accounting
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