is an associate professor of marketing at the College of Management, University of Massachusetts Boston. His research interests include customer value, complaint behavior and relationship management, country image, cross-cultural consumer behavior, organizational learning and knowledge management. After his undergraduate degree in Mathematics and Masters degree in Econometrics from Dalian University of Technology, China, he got his PhD in Marketing from the University of Oregon.
Wei Zhangis an associate professor of management information systems in the College of Management, University of Massachusetts Boston. His research interests include knowledge management, computer-mediated communications and online communities. He earned his Bachelor ' s degree from the University of Science and Technology of China, his Masters from Renmin University of China, and his doctorate in Management Information Systems from Boston University.ABSTRACT Increasingly online retailers are allowing their customers to leave online feedback on the products or services they offer. There have been limited efforts in understanding the mechanism through which such online feedback affect consumers ' purchase decisions. In this article, we report an empirical study on the informational infl uence of online customer feedback (OCF), that is, how consumers decide to integrate the information content of the feedback into their purchase decisions. We argue that the perceived usefulness of OCF plays a central role in this process, as the effects of prior experience with OCF, consumer trust toward OCF, and perceived importance of OCF work through perceived usefulness. Hypotheses derived from our research model were supported with survey data, and results suggest new ways to improve the design of OCF systems.