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Cultural differences in the perception of credible online reviews : The influence of presentation format

Title data

Brand, Benedikt Martin ; Reith, Riccardo:
Cultural differences in the perception of credible online reviews : The influence of presentation format.
In: Decision Support Systems. Vol. 154 (2022) . - No. 113710.
ISSN 1873-5797
DOI: https://doi.org/10.1016/j.dss.2021.113710

Abstract in another language

As recently several authors postulated the need to examine the credibility of online reviews (ORs) in an intercultural context, we investigate this issue by building upon different theoretical frameworks and upon insights gained from an eye-tracking pre-study. Herein, the study is the first to explore ORs' credibility in an intercultural comparison. Moreover, no other study has shed light on the effect of OR's presentation format by incorporating cross-national perspectives yet. Applying a (2 × 2) between subjects experiment design, the results indicate that video reviews are able to only slightly increase arguments' quality effect on review credibility compared to textual reviews. However, differences occurred based on nationality, gender, and online shopping frequency. Furthermore, intercultural differences were detected between the effects of review consistency on review credibility, of review rating on review credibility, and of review credibility on purchase intention.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Online reviews; Intercultural comparison; Presentation format; Review credibility
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier
Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 11 Jan 2022 08:21
Last Modified: 15 Mar 2022 12:59
URI: https://eref.uni-bayreuth.de/id/eprint/68287