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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Qian Wang & Michael Chau & Chih-Hung Peng & Eric W. T. Ngai, 2022. "Using the Anchoring Effect and the Cultural Dimensions Theory to Study Customers’ Online Rating Behaviors," Information Systems Frontiers, Springer, vol. 24(5), pages 1451-1463, October.
    • Handle: RePEc:spr:infosf:v:24:y:2022:i:5:d:10.1007_s10796-021-10148-2
    DOI: 10.1007/s10796-021-10148-2
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    References listed on IDEAS

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