Journal
INDUSTRIAL MANAGEMENT & DATA SYSTEMS
Volume 122, Issue 3, Pages 729-751Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IMDS-07-2021-0473
Keywords
User-generated content; Online word-of-mouth; Online review; Emotions; Perceived helpfulness; Receiver involvement
Funding
- National Natural Science Foundation of China [71801063, 72121001]
- China Postdoctoral Science Foundation [2018M640300]
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With the increasing importance of e-commerce, user-generated content, especially electronic word-of-mouth represented by online reviews, has exploded. This study conducted multiple empirical analyses on online movie reviews from the most popular review platform in China, revealing the comprehensive relationship among review characteristics, review helpfulness, and receiver attention.
Purpose With the increasing importance of e-commerce to the economy and people's lives, user-generated content, such as electronic word-of-mouth (eWOM) represented by online reviews, has exploded. On one hand, it is of great significance for review consumers (readers) to identify high-quality ones from a large number of existing reviews to assist their purchase decision. On the other hand, how to use appropriate strategies to make their published reviews more concerned by others is also important to review generators (reviewers). The purpose of this study is to understand the comprehensive relationship among review characteristics, review helpfulness and receiver attention. Design/methodology/approach This study uses the online movie reviews obtained from the most popular review platform in China to conduct multiple empirical analyses. Findings The results show that the review helpfulness plays a mediating role between the emotional characteristics of online reviews and the receiver attention, and such a mediating role is more significant among reviewers with rich review expertise. The reviewer's expertise also moderates the impact of review emotions on review helpfulness. Originality/value This work studies eWOM receiver involvement, which can ultimately impact product sales, but seldom be investigated in eWOM domain. Therefore, this research can enrich studies on eWOM and provide valuable practical implications as well.
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