Purpose

Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

Design/methodology/approach

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

Findings

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

Practical implications

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

Originality/value

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

中文翻译：

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通过在线评论和网站线索揭示消费者的评论态度

目的

消费者感知的评价态度决定了消费者整体信息的接受程度，是消费者网购的核心部分。本研究旨在关注可能影响消费者评论态度的因素，营销人员可以利用这些因素来塑造个人信息感知。

设计/方法论/途径

该研究采用问卷调查法收集网上购物者的数据，并采用结构方程建模作为分析数据的实证方法。

发现

研究结果表明，系统和启发式线索都会以不同的方式影响评论者的可信度和感知的网站态度，进而影响评论态度。评论特征，如真实性、一致性和相关性，与评论者的可信度有正相关关系，而只有评论一致性和相关性似乎与评论态度有关系。声誉、熟悉度和社交互动性等网站特征对网站态度产生积极影响，从而对评论态度产生积极影响。除此之外，审稿怀疑态度与审稿态度呈显着负相关。

实际影响

这项研究有助于培养人们对在线评论的积极态度。数字营销人员需要激励值得信赖的评论者发布一致的、基于事实的评论。进一步提高网站的整体声誉和互动性可以带来对评论的积极态度。此外，数字营销人员必须过滤和避免相互矛盾的评论或具有双向信息的评论和表达多种情绪的评论，以增强评论的相关性和一致性。

原创性/价值

当前的研究解决了使用启发式系统模型通过评论和网站特征来了解消费者评论态度形成的需要。本文捕捉了消费者解读评论态度所经历的复杂过程，从而扩展了对消费者信息处理的理解。