摘要：The previous studies have shown inconsistent relationship between the valence (positive or negative) of online consumer reviews and consumer decision making. With accessibility/diagnosticity theory, this study attempts to explain this discrepancy through exploring consumer expertise as a moderator. Our results from a 2 * 2 experiment design indicate that the impact of online reviews valence is moderated by consumer expertise: The impact difference between negative reviews and positive reviews is greater for consumers with low expertise than for those with high expertise. Our study adds to the literature relevant with e-WOM effect. And we also provide managerial implications for e-marketers.
关键词：online consumer reviews; valence; consumer expertise; accessibility/diagnosticity theory
