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Ewom Overload And Its Effect On Consumer Behavioral Intention Depending On Consumer Involvement

机译：依赖于消费者的参与，超载及其对消费者行为意图的影响

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摘要

Online consumer reviews involving experiences,evaluations and opinions on products from previous consumers play two roles - an informant and a recommender.These two roles affect a consumer's intention.However,there is a conflict between two roles when a large number of reviews are offered.From the perspective of the recommender role,consumers have more favorable attitude toward a product as a greater number of positive reviews are offered while consumers may be confronted with too much information,which results in information overload.This study investigates what consequences the tradeoff between two roles has on purchasing intention depending on consumer involvement.
机译：涉及先前消费者对产品的体验，评估和意见的在线消费者评论起着两个角色-信息提供者和推荐者。这两个角色影响消费者的意图。但是，当提供大量评论时，这两个角色之间存在冲突。从推荐者角色的角度来看，当消费者提供更多正面评论时，消费者可能对产品持更积极的态度，而消费者可能会面临太多信息，从而导致信息过载。本研究调查了两者之间的权衡取舍的后果。购买角色取决于消费者的参与程度。

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