Information multidimensionality in online customer reviews

Online customer reviews, as customer experience sharing, contain multiple dimensions of information that have rarely been systematically examined in prior research. Drawing from the customer experience literature, this research analyzes four dimensions of information embedded in online product reviews-namely, sensory in-formation, cognitive information, affective information, and social information-and illustrates their importance by examining their diagnostic value to prospective customers. An empirical study on Amazon online reviews confirms that all four dimensions of information have significant effects on the diagnostic value of online reviews to prospective customers. Moreover, these effects are heterogeneous, contingent on the contextual conditions of product categories and review opinions. The study and findings of information multidimensionality provide a sound framework to glean insights into the rich content in online reviews and other electronic word-of-mouth content, which is crucial to understand customers' pre-purchase information needs and experience journeys.

Automated summary

Online customer reviews have multiple dimensions of information, including sensory, cognitive, affective, and social information. This research examines the importance of these dimensions by analyzing their diagnostic value to prospective customers. An empirical study on Amazon reviews confirms the significant effects of all four dimensions on the diagnostic value, which are contingent on contextual conditions. This study provides insights into understanding customers' pre-purchase information needs and experience journeys by understanding the rich content in online reviews and other electronic word-of-mouth content.