Using the Anchoring Effect and the Cultural Dimensions Theory to Study Customers’ Online Rating Behaviors

Qian Wang (), Michael Chau (), Chih-Hung Peng () and Eric W. T. Ngai ()
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Qian Wang: Hong Kong Polytechnic University
Michael Chau: The University of Hong Kong
Chih-Hung Peng: National Chengchi University
Eric W. T. Ngai: Hong Kong Polytechnic University

Information Systems Frontiers, 2022, vol. 24, issue 5, No 5, 1463 pages

Abstract: Abstract This study focuses on the effect of prior average ratings of a product on subsequent online ratings, and we further analyze whether culture moderates this effect. The anchoring effect theory and cultural dimensions theory serve as the theoretical foundations for our investigation. To our best knowledge, we are the first to introduce the anchoring effect theory into the online review context. This study is also among the first to investigate how culture influences customers’ online evaluations. Empirical results suggest that the prior average rating positively influences subsequent customers’ posted ratings, and this positive influence is significantly moderated by culture. Besides theoretical contributions, our insights may also strategically benefit online sellers by increasing customer satisfaction and improving long-term sales.

Keywords: Online rating behavior; Online word-of-mouth; E-commerce; Anchoring effect theory; Culture; Hofstede cultural dimensions theory (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s10796-021-10148-2

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