Watch What You Write: How Errors in Feedback Influence Consumer Attitudes and Behavior

Abstract

Using feedback comments to assess the reputation of others has been touted as the main mechanism in the success of e-commerce Web sites. This research examines how errors in feedback comments might influence perceptions of a comment target and source. Findings suggest that errors reduced the favorability of a target's reputation and the desire to spend money with that target. Errors also decreased the favorability of impressions and levels of trust toward the sources of those comments. However, these effects were only present in positive comments; negative feedback was unaffected by errors. These results are discussed regarding their implications for reputations and written communication in general.