Onlinereviewsplayanimportantroleinconsumers’decisionmaking.However,limitedstudieshave beenconductedtounderstandtheeffectsofonlinereviewsonconsumers’behavior.Drawingupon theElaborationLikelihoodModelandthevalenceframework,aresearchmodelwasdevelopedto investigatetheperceivedbenefitsandpotentialrisksbroughtbypositiveonlinereviews.Themoderating effectofreviewskepticismwasalsoexamined.Datawerecollectedthroughononlinesurveybased onconsumers’perceptionsofthepositivereviewsfromrestaurantsandfoodbusinessesandanalyzed withpartialleastsquares.Theresultsindicatedthatargumentqualityandsourcecredibilityinfluence informationusefulness,whichfurtherinfluencesconsumers’behavioralintentions.Theinfluence ofpositiveonlinereviewsonperceivedriskdiffersbetweenhighandlowskepticismconsumers. Thisresearchoffersamorein-depthunderstandingofconsumerinformationprocessinginanonline contextandbenefitspractitionersbyallowingthemtobetterunderstandconsumers. KEywORDS Consumer Decision Making, Elaboration Likelihood Model, Online Reviews, Skepticism, Valence Framework

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研究积极的在线评论对消费者决策的影响

积极在线评论对高和低怀疑消费者之间的风险差异的影响。这项研究提供了更深入的理解通过在线上下文中的消费者信息处理和从业人员的利益，允许他们更好地了解消费者。KEywORDS消费者决策，精心设计的可能性模型，在线评论，怀疑论，价框架