Author(s)

Hong Zhou, Sujuan Li

School of Management, Jinan University, Guangzhou, China.

Online additional reviews, as an effective complement to network commentary system, provide an important reference during the process of consumers’ purchase and businesses’ operation decision-making. In this paper, we explored the impact of additional comments on consumers’ information adoption in different comment combinations. At the same time, we also analyzed the moderating role of consumers’ ambivalent attitude. The results show that, when initial comment is positive, compared with the consistent comments (positive initial comments and positive additional comments), consumers have a higher degree of adoption of inconsistent comments (positive initial comments and negative additional comments). On the contrary, when initial comment is negative, consistent comments (negative initial comments and negative additional comments) are more easily adopted by the consumer. Compared with the low ambivalent attitude consumers, customers with high ambivalent attitude tend to adopt negative comments.

Additional Comment, Ambivalent Attitude, Information Adoption

Zhou, H. and Li, S. (2017) The Impact of Online Additional Comments on Consumers’ Information Adoption. Sociology Mind, 7, 60-71. doi: 10.4236/sm.2017.72005.