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  4. Gazing at the stars. How signal discrepancy affects purchase intentions and cognition
 
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2020
Conference Paper
Titel

Gazing at the stars. How signal discrepancy affects purchase intentions and cognition

Abstract
Consumers interact with reputation signals such as star ratings in many online environments. Reputation portability has been proposed as an emerging application to leverage said signals across platform boundaries. While first research demonstrates the general trust building potential of portable reputation, the cognitive and economic effects of simultaneously available signals from different sources - especially when the information is conflicting - have thus far received only little research attention. In this study, we address the gap, using a multi method approach. First, we assess the impact of rating discrepancy on consumer purchase intentions by means of an online experiment. We find that imported ratings are a driver of purchase intentions on digital platforms, but, also that a higher rating discrepancy is detrimental. Second, we propose a study design to analyze the underlying cognitive processes that may contribute to explain consumers' decision making in the presence of discrepant signals using eye-tracking.
Author(s)
Hesse, Maik
Technische Universität Berlin
Lutz, Otto Hans-Martin
Fraunhofer-Institut für Offene Kommunikationssysteme FOKUS
Adam, Marc T.P.
University of Newcastle
Teubner, Timm
Technische Universität Berlin
Hauptwerk
41st International Conference on Information Systems, ICIS 2020. Proceedings. Online resource
Konferenz
International Conference on Information Systems (ICIS) 2020
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Language
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Fraunhofer-Institut für Offene Kommunikationssysteme FOKUS
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