A Review and Perspective of Research on the Inconsistency of Online Reviews on New Products Adoption Intentions

The launch and market acceptance of new products is important for companies to innovate and gain competitive advantage, but the reality is that the launch and marketing of new products is always accompanied by a high rate of failure and risk. Now that consumers rely heavily on the internet and social media for information, reviews are critical, but inconsistencies in reviews are becoming more prominent, especially for new products that consumers are unfamiliar with. So how should companies and marketers respond? In response, this review article explores the impact of online review inconsistency on new product adoption intentions and suggests directions for future research. The article begins with an overview of the phenomenon of online review inconsistency and its impact on consumers and firms. Through the literature review, we find that different scholars hold different views on the impact of online review inconsistency, which highlights the need for in-depth research on the phenomenon. In this paper, we further sort out the definition and manipulation methods of online review inconsistency and analyze its limitations. Based on the theoretical perspectives of optimal arousal theory, perceived usefulness, and risk-related theory, the article explores the mechanisms by which prior review inconsistency affects consumers' willingness to adopt new products. In addition, the article discusses the role of moderators such as product type, review itself factors and socio-cultural. Finally, in theoretical significance, this review combs through existing theories and proposes possible future research directions, such as consumer attitude ambivalence and social value perspectives. In the practical sense, the article provides insights into how firms can manage and leverage online review inconsistency to make valuable and consumer-preferred innovations that engage consumers and contribute to the market success of new products. Through these studies, we can better understand the impact of online review inconsistency on consumer behavior, bringing value to both businesses and consumers.