This work anchors on the theories of cognitive fit and schema congruity to advance a review-product congruity proposition. The proposition states that the effects of product review content (either attribute or experience based) on the product review comprehension (reflected by perceived cognitive effort and review comprehension time) and assessment (manifested by perceived review helpfulness) of a consumer are contingent on the assessed product type (either search or experience product). The results of our first experiment support the proposition by revealing that the two matching conditions, (1) attribute-based reviews describing a search product and (2) experience-based reviews describing an experience product, could lead consumers to perceive higher review helpfulness and lower cognitive effort (subjective measure) to comprehend the reviews. However, the subjective evaluation of cognitive effort is not reinforced by the resulting review comprehension time (an objective assessment of comprehension effort), which suggests that consumers spend significantly more time processing reviews in the presence of the two matching conditions. A second experiment was conducted using the think-aloud method to gain further insights into the effects. We found that under the review-product matching conditions, consumers engage in deeper-level comprehension and expend more time in comprehension without realizing it, compared to consumers under the mismatching conditions. This research extends our current understanding of how review content and product reviews jointly influence the comprehension and assessment behavior of the consumer, and provides guidelines on the identification and the presentation of reviews to facilitate the judgment and decision making of potential consumers.
The adoption of an organization-wide system, such as an enterprise system (ES), has often been mandated by organizational management, which may not necessarily motivate users to proactively explore the system's features and subsequently apply pertinent features that best support their job tasks. Anchoring on self-determination theory, this research investigates the antecedents and consequences of users' intrinsic motivation to explore ES features. We propose two organizational levers (i.e., autonomous job design and socialization tactics) that the management could exercise to trigger intrinsic motivation, thereby leading to improved ES feature exploration. Intrinsic motivation is manifested by hedonic motivation and normative motivation, whereas ES feature exploration is conceptualized as a dual-dimensional outcome reflected by cognitive behavior (exploratory usage) and positive affect (exploration satisfaction). Through a two-stage survey of 127 organizational users in China, we find general support for our research model. We further observe significant moderating effects of prevention focus on the association between organizational levers and intrinsic motivations. Beyond demonstrating how organizational users respond to different organizational levers, this research examines a broader, enduring challenge, which is to determine how organizational users can be induced to be intrinsically inspired to innovatively harness implemented information systems.