Effect of Individual Differences on Online Review Perception and Usage Behavior: The Need for Cognitive Closure and Demographics

  • Ma, Yoon Jin (Dept. of Family & Consumer Sciences, Illinois State University) ;
  • Hahn, Kim (The Fashion School, Kent State University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • Received : 2012.08.24
  • Accepted : 2012.11.14
  • Published : 2012.12.31


This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.



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