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Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude

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  • Do-Hyung Park

    (Graduate School of Business IT, Kookmin University, Seoul 02707, Korea)

Abstract

Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in consumer decision making. Compared with expert-created information, each piece of information is less powerful or persuasive, but their aggregation can be more credible and acceptable. This concept is called collective intelligence knowledge. This study focuses on the persuasive effect on consumer product attitudes of consumer-created information compared to expert-created information. Using source credibility and familiarity theory, the study reveals how prior brand attitudes can play a moderating role in the persuasive effect of consumer-created information and expert-created information. Specifically, this study shows how consumer-created information is more persuasive when consumers have more favorable prior brand attitudes, while expert-created information is more persuasive when consumers have less favorable prior brand attitudes. Based on the results, this study proposes practical strategies for information structure, curation, and presentation. If a company has a good-quality brand evaluation of its products, it should increase the weight of consumer-created information such as online consumer reviews. Otherwise, the company needs to first improve brand evaluation through expert-created information such as third-parties or power-blogger reviews.

Suggested Citation

  • Do-Hyung Park, 2021. "Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude," Sustainability, MDPI, vol. 13(4), pages 1-12, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2024-:d:498792
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    References listed on IDEAS

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    7. Bong-Goon Seo & Do-Hyung Park, 2020. "Did You Invest Less Than Me? The Effect of Other’s Share of Investment on Psychological Ownership of Crowdfunding Projects," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
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    Cited by:

    1. Do-Hyung Park & Sungwook Lee, 2021. "UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives: Focusing on Content Creators in South Korea," Sustainability, MDPI, vol. 13(17), pages 1-13, August.

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