Electronic Markets

, Volume 21, Issue 4, pp 255–266

Product type and consumers’ perception of online consumer reviews

General Research

DOI: 10.1007/s12525-011-0072-0

Cite this article as:
Bae, S. & Lee, T. Electron Markets (2011) 21: 255. doi:10.1007/s12525-011-0072-0


Consumers hesitate to buy experience products online because it is hard to get enough information about experience products via the Internet. Online consumer reviews may change that, as they offer consumers indirect experiences about dominant attributes of experience products, transforming them into search products. When consumers are exposed to an online consumer review, it should be noted that there are different kinds of review sources. This study investigates the effects of review source and product type on consumers’ perception of a review. The result of the online experiment suggests that product type can moderate consumers’ perceived credibility of a review from different review sources, and the major findings are: (1) consumers are more influenced by a review for an experience product than for a search product when the review comes from consumer-developed review sites, and (2) a review from an online community is perceived to be the most credible for consumers seeking information about an experience product. The findings provide managerial implications for marketers as to how they can better manage online consumer reviews.


e-Business Online consumer reviews Product type Source effect Online community Blog 

JEL classification

M31 Marketing (see http://www.aeaweb.org/journal/jel_class_system.html) 

Copyright information

© Institute of Information Management, University of St. Gallen 2011

Authors and Affiliations

  1. 1.Department of Industrial and Systems EngineeringKAISTDaejeonRepublic of Korea

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