When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type

被引：101
|
作者：
Filieri, Raffaele [1 ,2 ]
Raguseo, Elisabetta [3 ]
Vitari, Claudio [4 ]
机构：
[1] Audencia Business Sch, Mkt Dept, 8 Route Joneliere, F-44312 Nantes, France
[2] Newcastle Univ, Business Sch, Mkt Operat & Syst Subject Grp, 5 Barrack Rd, Newcastle Upon Tyne NE1 4SE, Tyne & Wear, England
[3] Politecn Torino, Dept Management & Prod Engn, Corso Duca Abruzzi 24, I-10129 Turin, Italy
[4] Univ Paris 1 Pantheon Sorbonne, IAE Paris, Sorbonne Business Sch, IAE Paris 1 Pantheon Sorbonne, 8bis Rue Croix Jarry, F-75013 Paris, France
来源：
COMPUTERS IN HUMAN BEHAVIOR | 2018年 / 88卷
关键词：
Online consumer review helpfulness; Extreme rating; Review length; Hotel photos; Hotel size; reviewer's country of origin; CONSUMER-GENERATED MEDIA; PERCEIVED HELPFULNESS; ONLINE REVIEWS; HOTEL REVIEWS; INFORMATION; INTENTION; DETERMINANTS; PERFORMANCE; DISCLOSURE; INFERENCES;
D O I：
10.1016/j.chb.2018.05.042
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
Online customer reviews (OCRs) have become increasingly important in travelers' decision-making. However, the proliferation of OCRs requires e-commerce organizations to identify the characteristics of the most helpful reviews to reduce information overload. This study focuses on OCRs of hotels and particularly on the factors moderating the relationship between extreme ratings and review helpfulness. The study reviewed 11,358 OCRs of 90 French hotels from TripAdvisor.com. Findings highlight that large hotels are more affected by extreme reviews than small hotels. Extreme reviews are more helpful to consumers when reviews are long and accompanied by the reviewers' photos.
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页码：134 / 142
页数：9
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