The interaction effect of online composite reviews and time pressure on information persuasiveness: A heuristic-systematic perspective

Abstract

Previous studies have found that contradictory composite reviews lead to a higher perception of utility, whereas others have found that consistent composite reviews are more persuasive. These contradictory findings emphasize the need to identify the role of contextual factors and individual differences in the effects of composite reviews. Based on the heuristic-systems model, this study aims to explore the interactive effect of composite reviews and time pressure on consumers’ perception of information persuasiveness, and examine the moderating role of consumer knowledge. The results show that composite reviews and time pressure have interactive effects on information persuasiveness; consistent composite reviews are more persuasive to consumers under high time pressure situations; contradictory composite reviews are more persuasive under low time pressure situations; perceived fluency and perceived accuracy mediate the interaction effect of composite reviews and time pressure on information persuasiveness; and consumer knowledge further moderates the interaction effect of composite reviews and time pressure on information persuasiveness.