Decoding the information quantity-quality paradox: How eWOM volume influences consumption value uncertainties

Abstract

This study explored how the type, quantity, and polarity of information shape customer uncertainty in consumption values, utilizing longitudinal and large-scale user-generated data collected from Yelp. Two types of curvilinear relationships between information quantity and consumer uncertainty were identified. Pattern (a) exhibits an inverted U-shaped trend where uncertainty rises with information volume (under scarcity) but diminishes after a threshold (indicating sufficiency). In contrast, Pattern (b) shows recurrent uncertainty surges after surpassing a volume threshold, signaling information overload. Moreover, the study revealed that the polarity of visual information significantly moderates the impact of information quantity on customer uncertainty. The findings suggest that restaurant managers, within the eWOM context, should tailor information management strategies corresponding to different stages of information diffusion. Lastly, the study underscores the importance of monitoring conflicting information for restaurant managers to effectively mitigate customer uncertainty, emphasizing the utility of the novel big data-based approach to measure customer uncertainty.