Understanding review helpfulness as a function of reviewer reputation, review rating, and review depth

Abstract

This article examines review helpfulness as a function of reviewer reputation, review rating, and review depth. In drawing data from the popular review platform Amazon, results indicate that review helpfulness is positively related to reviewer profile and review depth but is negatively related to review rating. Users seem to have a proclivity for reviews contributed by reviewers with a positive track record. They also appreciate reviews with lambasting comments and those with adequate depth. By highlighting its implications for theory and practice, the article concludes with limitations and areas for further research.

Impact of Online Product Reviews on Purchasing Decisions

“…The changing nature of customer influence presents businesses with risks as well as opportunities (Henning-Thurau, Walsh, 2003). In order to mitigate threats on revenue or reputation, companies are forced to develop monitoring capabilities and quick responding in diverse review platforms (Becker & Nobre, 2014;Chua & Banerjee, 2015). To do this effectively, companies need to understand the dynamics of online consumer reviews and the impact of consumer review platforms where customer reviews and comments are posted.…”

“…Other studies have focused on mechanisms of average online ratings and the characteristics (number, depth or length) of online reviews (Chua & Banerjee, 2015;Zhu & Zhang, 2010), on contextual factors like the content or variance of reviews and their impact on sales or purchasing behavior (Floh et al, 2013). Trust expressed in popularity of a blogger (Huang L.-S., 2015) or review helpfulness (Chua & Banerjee, 2015) have been also analyzed. Research also suggest the testing for moderating variables (Floh et al, 2013).…”

“…Online consumer reviews are subjective opinions and summarize experiences, attitudes, and opinions, expressed by consumers (Floh et al, 2013;Lu, W. Chang, & H. Chang, 2014). Personal opinions and experiences for products and services in the form of online reviews have become one of the most valuable sources of information assisting users when making purchasing decisions (Chua & Banerjee, 2015;Dellarocas, 2003;Henning-Thurau & Walsh, 2003;Huang & Benyoucef, 2013).…”

“…A new generation of online tools, applications and approaches, such as blogs, social networking sites, online communities and customer review sites, commonly referred to as Web 2.0 (Constantinides & Fountain, 2008) have transformed the internet from a "broadcasting" medium to an interactive" one allowing the wide technology-mediated social participation (Chua & Banerjee, 2015). The internet has become a platform facilitating the "social" customer electronic word of mouth (eWOM) and a major source of customer information and empowerment (Constantinides & Fountain, 2008).…”

How buyers perceive the credibility of advisors in online marketplace: review balance, review count and misattribution

“…The persuasiveness of an online review is determined by the credibility of its source (the advisor), because online reviews are written by advisors with varied backgrounds and motivations [4]. Advisors can write reviews no matter if they are capable of assessing a product critically or not (e.g., layperson versus expert).…”