Steusloff, Tatjana; Krusenbaum, Lena - 2018
pay (WTP) was analyzed. Results indicate an increased willingness to pay if consumers perceive ORs positively, whereas … negative reviews tend to lower the WTP. If OR influences the quality perception positively, the maximum willingness to pay of … consumers and thus perceived as very credible. In this study, the effect of these reviews on Amazon consumers' willingness to …