The influence of positive online consumer reviews on the traveler's decision making remains unclear. In this study, two experiments using positive and negative online consumer reviews are conducted to better understand perceived usefulness of the online reviews. Firstly, the study suggests that high risk-averse travelers find the negative online reviews more useful than positive reviews. Secondly, the high-risk averse traveler's perceived usefulness of the positive online reviews can be enhanced if the posting is made by a review expert that includes a travel product picture and having a well-known brand name. These findings offer interesting implications for both marketing theory and practice.
- online consumer reviews
- risk aversion