Research On How Contradictory Additional Reviews Affect Consumers'Intention Of Information Adoption

Online review,as a special form of electronic word-of-mouth,has gained popularity and highly valued by people.With the improvement of the mechanism of online review,many online shopping platforms have launched the function of additional online reviews.Consumers can re-comment a certain product based on the initial review.Remarkably,the additional online review has its exclusive characteristics and communication effects,which gradually aroused extensive attention of researchers.However,the previous research on additional online reviews focused on the discrepancy between the consistency review and contradictory review.Few studies have attempted to analyze the differences on the intention to adopt the information within the contradictory reviews.This study classifies the contradictory additional review into two categories,namely,negative additional review after positive initial review,positive additional review after negative initial review.The information quality of contradictory additional reviews is also divided into two levels,high quality,and low quality.The experimental between-group design 2(reviews order)×2(quality of reviews)is used to explore the relationships between the perceived usefulness,credibility and the intention to adopt information of the contradictory additional reviews.The sample of the experiment is the college students,and the experimental materials are designed with reference to the real reviews on the online shopping platforms such as Taobao.com and Jingdong.com.Finally,the data is collected through questionnaires.Based on the analysis of experimental data,the study draws the following conclusions.Firstly,consumers perceive the reviews to be more useful and credible when the initial review is positive and additional one is negative rather than that the initial review is negative and the additional one is positive.Secondly,compared with low-quality additional online reviews,consumers are more aware of the usefulness and credibility of high-quality additional online reviews.Thirdly,consumers'perceived usefmlness and credibility of contradictory reviews positively influence consumers' intention of information adoption.Fourthly,consumers'perceived usefulness,as a mediating role,influences the order of reviews and the consumers'intention of information adoption;credibility plays a partial mediating role in he impact of the quality of reviews on the consumers' intention of information adoption.This paper identifies the internal mechanism of the contradictory additional reviews on the consuners' intention of information adoption.To some extent,it improves the research framework of the additional online review and enriches the research of domestic electronic word-of-mouth in China.Meanwhile,the research has certain practical significance.It provides a theoretical basis for the management strategy of online shopping platforms and merchants.