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Article
Publication date: 24 November 2023

Wuhuan Xu, Zhong Yao, Dandan He and Ling Cao

Drawing on the pleasure-arousal-dominance (PAD) emotion model, the emotional states of consumers embedded in online reviews can be described through three dimensions, that is…

Abstract

Purpose

Drawing on the pleasure-arousal-dominance (PAD) emotion model, the emotional states of consumers embedded in online reviews can be described through three dimensions, that is, pleasure, arousal and dominance, rather than only the one-dimensional positive and negative polarity, as in previous studies. Therefore, this study aims to explore the effect of online review emotion on perceived review helpfulness based on these three basic emotional dimensions.

Design/methodology/approach

A lexicon-based method is developed to analyze PAD emotions of online reviews from JD.com. The zero-inflated negative binomial regression is utilized to empirically validate the study hypothesis. The authors examine the influence of pleasure, arousal, dominance, emotion diversity and emotion deviation on review helpfulness, as well as the moderating effect of product type on the relationship between all independent variables and online review helpfulness.

Findings

The study results show that the pleasure emotion impairs the helpfulness of online reviews, while the arousal and dominance emotions have a positive impact. Moreover, the authors find that compared with search products, the effects of pleasure, arousal and dominance on perceived helpfulness are strengthened for experience products. However, the emotional diversity and emotional deviation have opposite effects on the helpfulness of search products and experience products. Additionally, the results show that dominance emotion plays a more important role in the interaction effect.

Originality/value

The empirical findings confirm the applicability of PAD in the online review context and extend the existing knowledge of the influence of review emotion on helpfulness. A feasible scheme for extracting PAD variables from Chinese text is developed. The study findings also have significant implications for reviewers, merchants and platform managers of e-commerce websites.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 27 July 2023

Antonio S. Williams, Yoon Heo, Jun Woo Choi, Zack P. Pedersen and Kevin K. Byon

This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.

Abstract

Purpose

This study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.

Design/methodology/approach

A total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.

Findings

A correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.

Originality/value

The findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 13 April 2023

Pingye Tian and Qing Yang

Online customer reviews is an important information resource for product innovation. This study aims to investigate the impact of online customer reviews on iterative innovation…

Abstract

Purpose

Online customer reviews is an important information resource for product innovation. This study aims to investigate the impact of online customer reviews on iterative innovation of software products and the moderating roles of product complexity in the process of online reviews influencing product iterative innovation.

Design/methodology/approach

To empirically test the hypotheses, this paper built a panel data of 500 software products from 2019 to 2021 and applied Poisson regression analysis.

Findings

Empirically results reveal that both sentiment and quantity of online customer reviews have positive effects on iteration innovation of software products. In addition, the authors find that product complexity negatively moderates the relationship between online reviews and iterative innovation.

Practical implications

This study suggests that firms can acquire valuable information from customers’ online reviews for product iterative innovation and improvement. However, for high-complexity products, it may be difficult for enterprises to obtain useful information for iterative innovation from online reviews. On the other hand, this study provides a reference for firms to choose more useful online reviews from the perspective of sentiment.

Originality/value

This paper provides a new finding that there is a positive relationship between online customer reviews and iterative innovation of software products. Moreover, the authors also provide a deeper understanding of how online customer reviews affects iterative innovation by examining the moderating roles of product complexity.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 27 September 2022

Ruijuan Wu, Yixiao Hu and Peiyu Li

The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to…

Abstract

Purpose

The objective of this study is to examine the effects of pictures (consumer pictures vs. product pictures vs. no pictures) in online consumer reviews on product evaluation and to determine the mechanism and boundary conditions behind such effects.

Design/methodology/approach

The research consisted of three laboratory experiments.

Findings

The results showed that consumer pictures led to the most favorable product evaluation. Study 1 showed that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving products, consumer pictures increased product evaluation significantly; for enhancing products, there was no significant difference of product evaluation among consumer pictures, product pictures and no picture. The results of Study 3 showed that for the unfamiliar brand, consumer pictures significantly enhanced product evaluation; for the highly familiar brand, there was no significant difference among consumer pictures, product pictures and no picture. The present research used persuasive effects to examine the mechanism behind the interaction effects.

Practical implications

The study provides managerial implications for online store owners about how to manage pictures in online reviews.

Originality/value

This study supplements the literature on online consumer reviews and enriches the study of effects of pictures.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 23 November 2021

Zhangxiang Zhu, Jiapei Liu and Wei Dong

The conclusions of studies on the factors correlated with the perceived usefulness of online reviews are inconsistent due to differences in research perspectives, research…

1267

Abstract

Purpose

The conclusions of studies on the factors correlated with the perceived usefulness of online reviews are inconsistent due to differences in research perspectives, research objects, research methods and data types. This study conducted a meta-analysis to verify a proposed model of perceived usefulness to obtain general conclusions.

Design/methodology/approach

A meta-analysis was conducted to study the factors correlated with the perceived usefulness of online reviews based on 51 studies.

Findings

The results indicate that, with the exception of negative reviews, the order of relevance for the perceived usefulness of online reviews is as follows: the trust tendency of review readers, review replies, review depth, review pictures, reviewer trustworthiness, positive reviews, reviewer expertise, review time and reviewer information disclosure. Perceived usefulness was significantly positively correlated with purchase intention. Review time, positive reviews and negative reviews were also more significantly correlated with perceived usefulness for search products than for experiential products. Review depth, reviewer trustworthiness, reviewer expertise and purchase intention had greater positive correlations with perceived usefulness for experiential products than for search products.

Originality/value

This study proposes an extended information adoption model based on argument quality and source credibility. The model includes personal factors such as the trust tendency of review readers, constructs a theoretical model of the factors correlated with the perceived usefulness of online reviews and considers the moderating effects of product type.

Details

Aslib Journal of Information Management, vol. 74 no. 2
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 2 February 2015

Hyo-Jin Jeong and Dong-Mo Koo

The purpose of this paper is to propose a model to test whether the combined effects of valence and objectivity/subjectivity of online review have an effect on consumer judgment…

4725

Abstract

Purpose

The purpose of this paper is to propose a model to test whether the combined effects of valence and objectivity/subjectivity of online review have an effect on consumer judgment and whether e-WOM platforms have a moderating effect.

Design/methodology/approach

In total, 480 respondents participated in online experiments with a four (positive+objective, positive+subjective, negative+objective, and negative+subjective online review) by two (marketer-generated vs consumer-generated brand community web sites) between subject design.

Findings

The experiment showed that: an objective negative online review was rated higher in terms of message usefulness compared to the other types of online reviews; positive reviews, whether they are objective or subjective, were rated higher in terms of attitudes toward and intention to purchase the reviewed product, and the effects of online reviews moderated by e-WOM platforms on consumer judgment were supported.

Research limitations/implications

The present study, based on an established theoretical foundation, will help the research community to gain a deeper understanding of the combined effects of online review valence and attributes on consumer judgment and whether user-generated web community is better for consumers to consult product experience.

Practical implications

The findings of this study can provide interested firms with useful strategies and tactics to enhance users’ acceptance of online reviews in terms of who operates the web sites.

Originality/value

With increasing use of consumers’ online reviews, the present study proposed and tested a comprehensive research model integrating both the valence and objectivity/subjectivity of online review, which has rarely been addressed in previous research.

Details

Internet Research, vol. 25 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 3 February 2020

Cui Zhao and Yao Zhang

This paper aims to investigate the impacts of uncertain online reviews on product prices and profits of two competitive retailers.

Abstract

Purpose

This paper aims to investigate the impacts of uncertain online reviews on product prices and profits of two competitive retailers.

Design/methodology/approach

First, the authors develop a game-theoretical model to determine the optimal product prices and profits considering uncertain online reviews. Afterwards, to examine the effects of the uncertain online reviews, they compare the equilibrium solutions with those of the game-theoretical models of deterministic online reviews and no online reviews, respectively.

Findings

Uncertain online reviews play a significant role in product price optimization and profit maximization. In the quality-dominates-fit case, both retailers will lower their product prices in response to the uncertain online reviews. And the uncertain online reviews would hurt the two retailers. Conversely, in the fit-dominates-quality case, the presence of uncertain online reviews will encourage both retailers to raise their product prices. And the two retailers can still benefit from the online reviews. With the increase in consumer uncertainty about online reviews, both retailers might raise their product prices, thus generating higher profits.

Practical implications

Managerially, the results indicate that in the quality-dominates-fit case, when consumers are uncertain about online reviews, it might be better for retailers to abandon the online review system; however, in the fit-dominates-quality case, both retailers could still benefit from the uncertain online reviews through product price optimization. Therefore, the presence of an online review system could be beneficial.

Originality/value

This paper develops a game-theoretical model to help competitive retailers optimize their price strategies and achieve profit maximization considering uncertain online reviews.

Details

Kybernetes, vol. 50 no. 2
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 11 August 2014

Yoon Jin Ma and Hyun-Hwa Lee

This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between…

3875

Abstract

Purpose

This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between consumer trust and purchase intentions.

Design/methodology/approach

This study was designed as an experimental study using a scenario method, and data were randomly collected from 2,080 online shoppers in the USA.

Findings

Findings reveal that the unfair business practice of manipulating online postings considerably undermined consumer trust toward online reviews. Consumer trust in reviews thus seems to be a critical predictor of purchase intentions, which was strengthened even when respondents knew that online reviews were manipulated.

Practical implications

Companies may thus need to focus on maintaining transparency and truthfulness in online consumer reviews rather than artificially improving ratings scores or feedback levels.

Originality/value

This study was the first attempt to provide empirical supports that the level of consumer trust in online reviews significantly decreased after consumers were informed that the review content had been manipulated by a company in both the positive and negative conditions. These results also support previous research articulating the negativity effect.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 4 December 2017

Liuqing Yue, Yongmei Liu and Xuhua Wei

Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and consumers are…

1994

Abstract

Purpose

Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and consumers are increasingly concerned about food safety and health, which is strengthening demand for organic food. E-commerce provides a new channel for sales. Research on consumer trust in online organic food sales is the basis of network marketing. The paper aims to discuss these issues.

Design/methodology/approach

A laboratory experiment was used to empirically test the effects of media richness on consumers’ trust and the moderating effect of online review length. A 2×2 factorial design (i.e. two types of online product presentation formats (between-subject)×two levels of online review lengths (between-subject)) was used.

Findings

Media richness has a significant positive effect on consumers’ trust and that this effect is moderated by online review length. Meanwhile, perceived risk conveys the interaction effect of the media richness of online product presentation and online review length to trust.

Practical implications

E-commerce websites should aim to promote organic food by using a variety of online product presentation formats and by presenting high quality online reviews in order to reduce consumers’ perceived risk and improve their degree of trust when buying online.

Originality/value

This paper provides a new insight into consumers’ attitude of buying organic food online. The results of the research could provide proposals for promoting organic food sales online.

Details

British Food Journal, vol. 119 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 27 November 2019

Dong Liang and Xia Wang

Online reviews have been indicated to play an important role in consumers’ decision-making process, as supported by numerous studies. However, none of them has considered the…

Abstract

Purpose

Online reviews have been indicated to play an important role in consumers’ decision-making process, as supported by numerous studies. However, none of them has considered the neighborhood effect of online reviews. The purpose of this paper is to analyze the impact of neighbor store’s reviews on central store’s, along with the moderating effects of store density and product similarity.

Design/methodology/approach

Using data from dianping.com, this study conducts economic analysis accounting for endogeneity.

Findings

The results show that the neighbor store’s reviews exert a negative impact on that of central stores. Nevertheless, the relationship is moderated by store density and product similarity, such that the negative effect is stronger if there are a lot of stores around the central store, or if the neighbor store and central store provide similar products.

Originality/value

This study is the first to investigate the neighborhood effect of online reviews.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

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