Industrial Management & Data Systems, Год журнала: 2025, Номер unknown

Опубликована: Апрель 9, 2025

Purpose In the vast domain of e-commerce, evaluation products through user-generated content (UGC) has become a crucial factor in how consumers make decisions. This research investigates application dual process theory online product evaluation, focusing on cognitive processes System 1 and 2 shape consumer judgments interact during process. Design/methodology/approach Grounded theory, this presents three distinct models that illustrate UGC both automatic (System 1) deliberate 2) systems. The incorporate various elements UGC, including ratings, textual reviews helpfulness votes, are supported by empirical evidence showing these impact outcomes. Findings highlights role systems shaping formation evaluations. facilitates quick, intuitive based simple clues like average rating, rating distribution while engages more deliberate, analytical processing information. These determine prioritize aspects ultimately influencing their final findings emphasize play determining decision-making. Originality/value By applying to study uncovers new insights into mechanisms driving behavior digital commerce. offer valuable implications for e-commerce platforms marketers, highlighting they can effectively leverage influence evaluations improve decision-making targeted effective way.

Язык: Английский