Abstract
ABSTRACT In this study, we explore the common phenomenon of using online review sites to acquire information for decision-making. Nowadays, online review sites such as Yelp in the US and OpenRice in Hong Kong, which provide effective platforms for consumers to share their post-purchase experiences, are getting popular. While we get into a collective decision such as dinner gathering, social influence will also play a role in the decision making process. Based on the elaboration likelihood model (ELM) and social influence theory (SIT), we develop a research model to investigate how participating in online review sites influences collective decisions.
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