Purpose

The study examines the potential moderating effects of repeating purchase cues and product knowledge on the relationship between the varying consistency of the review set and causal attribution. This study also investigates how causal attribution correlates with the perceived misleadingness of the review set.

Design/methodology/approach

A scenario-based experiment was conducted with 170 participants to explore the relationship between the consistency of the review set and causal attribution and how repeating purchase cues and product knowledge moderates this relationship.

Findings

Findings suggest that inconsistent review sets lead to more product (vs reviewer) attribution than consistent review sets. The repeating purchase cues mitigate the negative relationship between the consistency of the review set and product attribution, whereas product knowledge mitigates the positive relationship between the consistency of the review set and reviewer attribution. Furthermore, the results indicate that high product attribution and low reviewer attribution are associated with low perceived misleadingness.

Originality/value

This study is novel because it examines the moderating effects of repeating purchase cues and product knowledge on the relationship between the consistency of the review set and causal attribution. It adds to the literature by shedding light on the causal attribution process underlying the formation of perceived misleadingness of online reviews. The findings of this study provide valuable insights for managers on how to enhance the positive effects of consistent review sets and mitigate the negative effects of inconsistent review sets.

中文翻译：

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评论集的一致性对因果归因的影响：重复购买线索和产品知识的调节作用

目的

该研究探讨了重复购买线索和产品知识对评论集的不同一致性与因果归因之间关系的潜在调节作用。这项研究还调查了因果归因如何与评论集的感知误导性相关。

设计/方法论/途径

我们对 170 名参与者进行了一项基于场景的实验，以探索评论集的一致性与因果归因之间的关系，以及重复购买线索和产品知识如何调节这种关系。

发现

研究结果表明，不一致的评论集比一致的评论集会导致更多的产品（相对于评论者）归因。重复购买线索减轻了评论集的一致性和产品归因之间的负相关关系，而产品知识减轻了评论集的一致性和评论者归因之间的正关系。此外，结果表明，高产品归因和低评论者归因与低感知误导性相关。

原创性/价值

这项研究是新颖的，因为它考察了重复购买线索和产品知识对评论集一致性和因果归因之间关系的调节作用。它通过揭示在线评论感知误导性形成背后的因果归因过程来补充文献。这项研究的结果为管理者如何增强一致的审核集的积极影响并减轻不一致的审核集的负面影响提供了宝贵的见解。