Welcome to the InfoSci Platform
Reference Hub19
Media Richness in Online Consumer Interactions: An Exploratory Study of Consumer-Opinion Web Sites

Media Richness in Online Consumer Interactions: An Exploratory Study of Consumer-Opinion Web Sites

Irene Pollach
Copyright: © 2008 |Volume: 21 |Issue: 4 |Pages: 17
ISSN: 1040-1628|EISSN: 1533-7979|ISSN: 1040-1628|EISBN13: 9781615200023|EISSN: 1533-7979|DOI: 10.4018/irmj.2008100103
Cite Article Cite Article

MLA

Pollach, Irene. "Media Richness in Online Consumer Interactions: An Exploratory Study of Consumer-Opinion Web Sites." IRMJ vol.21, no.4 2008: pp.49-65. http://doi.org/10.4018/irmj.2008100103

APA

Pollach, I. (2008). Media Richness in Online Consumer Interactions: An Exploratory Study of Consumer-Opinion Web Sites. Information Resources Management Journal (IRMJ), 21(4), 49-65. http://doi.org/10.4018/irmj.2008100103

Chicago

Pollach, Irene. "Media Richness in Online Consumer Interactions: An Exploratory Study of Consumer-Opinion Web Sites," Information Resources Management Journal (IRMJ) 21, no.4: 49-65. http://doi.org/10.4018/irmj.2008100103

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Consumer-opinion Web sites provide people with unparalleled opportunities to articulate their opinions on products and services, read those of others, or interact with other consumers. The success of such Web sites is limited by three challenges: the quality of contributions, users’ motivation to participate, and readers’ trust in the writer’s competence. Drawing on the concept of media richness, this article investigates how such Web sites could provide richer and more useful exchanges to both consumers and companies. The results suggest that consumer-opinion Web sites can provide richer exchanges when they separate the tasks of information exchange and social interaction and support them with appropriate levels of richness.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.