Online consumer reviews (OCRs) are important in determining sales and price of products because they build trust in the seller (Pavlou and Dimoka 2006). Trust is the driving force in e-commerce (Gefen et al. 2003). One of the key ways in which trust is applied in ecommerce is through e-WOM (electronic word of mouth), such as that created through OCR (Dellarocas 2003). Accordingly, interest in OCR has increased from both academics and practitioners as a valuable source of information for consumers making online buying decisions (e.g., Archak et al. 2011). These decisions are influenced by the negative and positive information about a product or service posted online by other consumers (Forman et al. 2008).