Online Reviews and Consumers' Willingness to Pay: The Role of Uncertainty
Empirical studies of online reviews have found that valence (average rating) has a consistently positive impact on consumers willingness to pay (WTP), but volume does not. Although two studies tried to explain this phenomenon using different perspectives (Wu and Ayala, 2012; Sun, 2012), neither stud...
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| Format: | Others |
| Language: | en |
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LSU
2012
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| Online Access: | http://etd.lsu.edu/docs/available/etd-10312012-131445/ |