AN EXPERIMENTAL INVESTIGATION OF REGULATORY ORIENTATION AND POST-CHOICE REGRET IN ONLINE PRODUCT SELECTION

Delivering product information effectively is fundamental to customer satisfaction and e-retailer success. In this study we examine the way in which the presentation of online customer reviews in peer endorsement systems (PES) impact perceptions of post-choice regret. The theory of Regulatory Orient...

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Bibliographic Details
Published in:Journal of electronic commerce research 2012-01, Vol.13 (4), p.289-304
Main Authors: Church, E Mitchell, Iyer, Lakshmi S
Format: Article
Language:English
Subjects:
Brand loyalty
Customer satisfaction
Customers
Decision making
Design engineering
Electronic commerce
Experiments
Investment
Metadata
On-line systems
Online
Orientation
Perception
Product information
Public relations
Satisfaction
Studies
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Summary:Delivering product information effectively is fundamental to customer satisfaction and e-retailer success. In this study we examine the way in which the presentation of online customer reviews in peer endorsement systems (PES) impact perceptions of post-choice regret. The theory of Regulatory Orientation is used to account for individual differences in the way that online review content is processed. Results of a laboratory experiment comparing two peer endorsement system formats show that PES content presentation significantly impacts perceptions of post-choice regret. These perceptions are found to be strong influencers of user intention to use the PES. The study's findings provide theoretical insights into how individual orientation and PES technology influence online decision-making with regards to product selection. As a result, the study has important implications for managers looking to get the most from investment in PES systems deployment and online web retail space design. [PUBLICATION ABSTRACT]
ISSN:1938-9027
1526-6133
1526-6133