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Influence of consumer reviews on online purchasing decisions in older and younger adults


von Helversen, Bettina; Abramczuk, Katarzyna; Kopeć, Wiesław; Nielek, Radoslaw (2018). Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113:1-10.

Abstract

We investigated how product attributes, average consumer ratings, and single affect-rich positive or negative consumer reviews influenced hypothetical online purchasing decisions of younger and older adults. In line with previous research, we found that younger adults used all three types of information: they clearly preferred products with better attributes and with higher average consumer ratings. If making a choice was difficult because it involved trade-offs between product attributes, most younger adults chose the higher-rated product. The preference for the higher-rated product, however, could be overridden by a single affect-rich negative or positive review. Older adults were strongly influenced by a single affect-rich negative review and also took into consideration product attributes; however, they did not take into account average consumer ratings or single affect-rich positive reviews. These results suggest that older adults do not consider aggregated consumer information and positive reviews focusing on positive experiences with the product, but are easily swayed by reviews reporting negative experiences.

Abstract

We investigated how product attributes, average consumer ratings, and single affect-rich positive or negative consumer reviews influenced hypothetical online purchasing decisions of younger and older adults. In line with previous research, we found that younger adults used all three types of information: they clearly preferred products with better attributes and with higher average consumer ratings. If making a choice was difficult because it involved trade-offs between product attributes, most younger adults chose the higher-rated product. The preference for the higher-rated product, however, could be overridden by a single affect-rich negative or positive review. Older adults were strongly influenced by a single affect-rich negative review and also took into consideration product attributes; however, they did not take into account average consumer ratings or single affect-rich positive reviews. These results suggest that older adults do not consider aggregated consumer information and positive reviews focusing on positive experiences with the product, but are easily swayed by reviews reporting negative experiences.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Scopus Subject Areas:Social Sciences & Humanities > Management Information Systems
Physical Sciences > Information Systems
Social Sciences & Humanities > Developmental and Educational Psychology
Social Sciences & Humanities > Arts and Humanities (miscellaneous)
Social Sciences & Humanities > Information Systems and Management
Uncontrolled Keywords:Arts and Humanities (miscellaneous), Information Systems and Management, Management Information Systems, Developmental and Educational Psychology, Information Systems
Language:English
Date:2018
Deposited On:25 Jul 2018 13:53
Last Modified:29 Jul 2020 07:27
Publisher:Elsevier
ISSN:0167-9236
OA Status:Hybrid
Publisher DOI:https://doi.org/10.1016/j.dss.2018.05.006
Project Information:
  • : FunderSNSF
  • : Grant IDPP00P1_157432
  • : Project TitleUnderstanding the Role of Memory in Judgments and Decisions: The Influence of Exemplars
  • : FunderH2020
  • : Grant ID690962
  • : Project TitleSocial Participation for improving emotional, mental, and physical wellbeing in independently living older adults

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