RT Journal Article
T1 The influence of Online Ratings on Film Choice: Decision Making and Perceived Risk
A1 Gavilán Bouzas, Diana
A1 Fernández Lores, Susana
A1 Martínez Navarro, María Gema
AB Online users’ empowerment is an undeniable fact that has brought significant changes to the world of information. Society is becoming increasingly reliant on the online contributions shared by the users of social platforms. This paper focuses on the information provided by peers in movie-based online communities, in the form of numbers (ratings). Given the wide and varied offerings of films, the huge amount of information about each film and the experiential nature of cinema, this study analyses the influence of ratings at the moment of film choice. To test the influence of ratings on a moviegoer’s choice, controlling as they do the subject’s susceptibility to interpersonal influence, we conducted an experiment. A three-way, between-groups design (without rating and film critics/with rating/with rating and film critics) in a decision-controlled setting considers making a decision about what film to watch. Results provide empirical evidence that the addition of ratings simplifies the decision making. Also, ratings exert a significant influence in reducing risk perceptions, either global risk or each specific dimension of risk considered in the study–temporal risk, financial risk, experiential risk. Finally, academic and managerial implications and future research are also discussed.
PB Universidad de Navarra
SN 2386-7876
YR 2019
FD 2019-04-01
LK https://hdl.handle.net/20.500.14352/112791
UL https://hdl.handle.net/20.500.14352/112791
LA eng
NO Gavilan, D., Fernández-Lores, S., & Martinez-Navarro, G. (2019). The influence of Online Ratings on Film Choice: Decision Making and Perceived Risk. Communication & Society, 32(2), 45-59. https://doi.org/10.15581/003.32.37847
DS Docta Complutense
RD 8 abr 2025