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Online reviews help consumers make informed product choices by serving as a valuable source of information for a buying decision. However, consumer’s situational constraints such as time pressure or purchase uncertainty negatively impact the way in which buyers evaluate and use online reviews, reducing their effectiveness. This study examines the influence of situational constraints, namely perceived time pressure and purchase uncertainty, on consumers’ evaluation and use of online reviews for information search. This empirical study used an online survey to collect data from 560 Amazon Mechanical Turk users. Findings indicate that both perceived time pressure and perceived purchase uncertainty are positively associated with heuristic processing of online reviews but negatively associated with systematic processing of online reviews. Moreover, while both heuristic and systematic information processing increased buyers’ self-confidence in their purchase decisions, systematic processing led to greater buyer self-confidence than did heuristic processing. This study concludes with a discussion of practical and academic implications, as well as future research directions.

The Influence of Situational Constraints on Consumers’ Evaluation and Use of Online Reviews: A Heuristic-Systematic Model Perspective