Are negative reviews the order terminators? An aspect-based sentiment threshold analysis of online reviews in the context of sharing accommodation

Abstract

Purpose

Existing research has predominantly concentrated on examining the factors that impact consumer decisions through the lens of potential consumer motivations, neglecting the sentiment mechanisms that propel guest behavioral intentions. This study endeavors to systematically analyze the underlying mechanisms governing how negative reviews exert an influence on potential consumer decisions.

Design/methodology/approach

This paper constructs an “Aspect-based sentiment accumulation” index, a negative or positive affect load, reflecting the degree of consumer sentiment based on affect infusion model and aspect-based sentiment analysis. Initially, it verifies the causal relationship between aspect-based negative load and consumer decisions using ordinary least squares regression. Then, it analyzes the threshold effects of negative affect load on positive affect load and the threshold effects of positive affect load on negative affect load using a panel threshold regression model.

Findings

Aspect-based negative reviews significantly impact consumers’ decisions. Negative affect load and positive affect load exhibit threshold effects on each other, with threshold values varying according to the overall volume of reviews. As the total number of reviews increases, the impact of negative affect load diminishes. The threshold effects for positive affect load showed a predominantly U-shaped course of change. Hosts respond promptly and enthusiastically with detailed, lengthy text, which can aid in mitigating the impact of negative reviews.

Originality/value

The study extends the application of the affect infusion model and enriches the conditions for its theoretical scope. It addresses the research gap by focusing on the threshold effects of negative or positive review sentiment on decision-making in sharing accommodations.

Citation

Wang, B., Jin, X. and Ma, N. (2024), "Are negative reviews the order terminators? An aspect-based sentiment threshold analysis of online reviews in the context of sharing accommodation", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-10-2023-2132