Opinion Congruence vs. Retaliatory References? Examining the Predictors of Biases on Mobile User Review Systems

Jiemin Looi, Yong Whi Song, Laura Bright

Research output: Contribution to conferenceConference paperpeer-review

Abstract

User reviews are integral in informing individuals’ opinion-formation and decision-making. Utilizing the social identity theory and MAIN model, this study assesses how social influences and technological affordances affect individuals’ perceptions of other users and reviews on the Google Maps mobile application. In total, 301 participants partook in a 2 (Opinion climate: Congruent vs. incongruent) × 2 Retaliatory references: Present vs. absent) between-subjects factorial experiment. The findings indicate that opinion congruence predicts participants’ perceptions of other users’ trustworthiness and expertise. Opinion congruence also influences participants’ perceived review usefulness and trustworthiness. Retaliatory references (i.e., users’ ability to rate or respond to others’ reviews) affects participants’ perceived expertise of other users. Additionally, retaliatory references marginally interact with opinion congruence to influence participants’ perceived review usefulness. Altogether, opinion congruence is a stronger predictor than retaliatory references for biases on user review systems. Theoretical and managerial implications, and directions for future research are discussed.

Conference

Conference71st Annual International Communication Association Conference, ICA 2021
Period27/05/2131/05/21
Internet address

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