Quantifying the Effects of Online Review Content Structures on Hotel Review Helpfulness

Wenjie Fan, Yong Liu, Hongxiu Li, Virpi Kristiina Tuunainen, Yanqing Lin

Tutkimustuotos: LehtiartikkeliArticleScientificvertaisarvioitu

37 Sitaatiot (Scopus)
66 Lataukset (Pure)

Abstrakti

Purpose Drawing on attribution theory, the current paper aims to examine the effects of review content structures on online review helpfulness, focusing on three pertinent variables: review sidedness, information factuality, and emotional intensity at the beginning of a review. Moreover, the moderating roles of reviewer reputation and review sentiment are investigated. Design/methodology/approach The review sentiment of 144,982 online hotel reviews was computed at the sentence level by considering the presence of adverbs and negative terms. Then, the authors quantified the impact of variables that were pertinent to review content structures on online review helpfulness in terms of review sidedness, information factuality and emotional intensity at the beginning of a review. Zero-inflated negative binomial regression was employed to test the model. Findings The results reveal that review sidedness negatively affects online review helpfulness, and reviewer reputation moderates this effect. Information factuality positively affects online review helpfulness, and positive sentiment moderates this impact. A review that begins with a highly emotional statement is more likely to be perceived as less helpful. Originality/value Using attribution theory as a theoretical lens, this study contributes to the online customer review literature by investigating the impact of review content structures on online review helpfulness and by demonstrating the important moderating effects of reviewer reputation and review sentiment. The findings can help practitioners develop effective review appraisal mechanisms and guide consumers in producing helpful reviews.

AlkuperäiskieliEnglanti
Sivut202-227
Sivumäärä26
JulkaisuInternet Research
Vuosikerta32
Numero7
Varhainen verkossa julkaisun päivämäärä20 lokak. 2021
DOI - pysyväislinkit
TilaJulkaistu - 19 jouluk. 2022
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä

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