TITLE:
The Impact of Online Additional Comments on Consumers’ Information Adoption
AUTHORS:
Hong Zhou, Sujuan Li
KEYWORDS:
Additional Comment, Ambivalent Attitude, Information Adoption
JOURNAL NAME:
Sociology Mind,
Vol.7 No.2,
April
27,
2017
ABSTRACT: Online additional reviews, as an effective complement to network commentary system, provide an important reference during the process of consumers’ purchase and businesses’ operation decision-making. In this paper, we explored the impact of additional comments on consumers’ information adoption in different comment combinations. At the same time, we also analyzed the moderating role of consumers’ ambivalent attitude. The results show that, when initial comment is positive, compared with the consistent comments (positive initial comments and positive additional comments), consumers have a higher degree of adoption of inconsistent comments (positive initial comments and negative additional comments). On the contrary, when initial comment is negative, consistent comments (negative initial comments and negative additional comments) are more easily adopted by the consumer. Compared with the low ambivalent attitude consumers, customers with high ambivalent attitude tend to adopt negative comments.