Consumers' reliance on product information and recommendations found in UGC

In the time since the advent of the Internet, the influence of online recommendations on consumer decision making has attracted great attention.
  

Consumers' reliance on product information and recommendations found in UGC

Hyuk Jun Cheong & Margaret A. MorrisonThe University of Tennessee

INTRODUCTION

The Internet plays a significant role in the lives of millions of people in the United States (Thorson and Rodgers 2006), and many Americans consider it a necessity whose use extends to nearly every aspect of their lives. They read newspapers and magazines online, manage their bank accounts, locate information easily, monitor the lives of others, and develop social networks through online forums or sites such as MySpace and Facebook.

Another common use of the Internet...

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