1. Open Access Kent State
  2. Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics
Author(s)
Abstract

This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.
Format
Article
Publication Date
2012-01-01
Publication Title
Journal of the Korean Society of Clothing and Textiles
Volume
36
Issue
12
First Page
1270
Last Page
1284
Keywords
Subject
Community
School of Fashion Design and Merchandising
Permalink https://oaks.kent.edu/fdmpubs/5
Ma, Y., Hahn, K., & Lee, H.-H. (2012). Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics. Journal of the Korean Society of Clothing and Textiles. https://oaks.kent.edu/node/1781
Ma, Yoon, Kim Hahn, and Hyun-Hwa Lee. 2012. “Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics”. Journal of the Korean Society of Clothing and Textiles. https://oaks.kent.edu/node/1781.
Ma, Y., K. Hahn, and H.-H. Lee. Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics. Journal of the Korean Society of Clothing and Textiles, 1 Jan. 2012, https://oaks.kent.edu/node/1781.