Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 48, Issue -, Pages 17-27Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2015.01.010
Keywords
Online reviews; Product reviews; Review helpfulness; Review sidedness
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Helpfulness of online reviews is a multi-faceted concept that can be driven by several types of factors. This study was designed to extend existing research on online review helpfulness by looking at not just the quantitative factors (such as word count), but also qualitative aspects of reviewers (including reviewer experience, reviewer impact, reviewer cumulative helpfulness). This integrated view uncovers some insights that were not available before. Our findings suggest that word count has a threshold in its effects on review helpfulness. Beyond this threshold, its effect diminishes significantly or becomes near non-existent. Reviewer experience and their impact were not statistically significant predictors of helpfulness, but past helpfulness records tended to predict future helpfulness ratings. Review framing was also a strong predictor of helpfulness. As a result, characteristics of reviewers and review messages have a varying degree of impact on review helpfulness. Theoretical and practical implications are discussed. (C) 2015 Elsevier Ltd. All rights reserved.
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