Is it written in the stars? A congruence examination and empirical investigation of the components of an online consumer review mechanism

Anoop George, Sebastian Joy Panattil, P.M. Sreejith and Manu Melwin Joy

International Journal of Business Information Systems, 2026, vol. 53, issue 2, 210-232

Abstract: Prior research has revealed significant variation in consumer understanding and application of the OCR components, but little research has been done to understand which attribute of the OCR represents the incongruence and congruence. As a result, the credibility and e-trust in the review method are significant worries because they are related factors that can generate revenue for the business. In Study 1, sentiment analysis of 91,200 reviews was performed by applying the ELM and Python to verify the congruence of OCR components. The second study empirically examines how credibility and e-trust in OCR components affect consumers' behavioural intentions to use the same by extending TPB on 447 responses with Smart PLS. Study 1 revealed a considerable deviation in the alignment of neutral evaluations. The outcomes of Study 2 revealed a strong positive impact of credibility and e-trust on consumers' behavioural intentions to use OCR components.

Keywords: online consumer review; OCR; gamification; star rating; e-trust; electronic trust; credibility; e-commerce; electronic commerce; congruence; sentiment analysis; theory of planned behaviour; TPB; elaboration likelihood model; ELM; partial least square; PLS. (search for similar items in EconPapers)
Date: 2026
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