How review content, sentiment and helpfulness votes jointly affect trust of reviews and attitude

IF 5.9 3区管理学 Q1 BUSINESS

Internet Research Pub Date : 2024-03-18 DOI:10.1108/intr-01-2023-0025

Jing Li, Xin Xu, Eric W.T. Ngai

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引用次数: 0

Abstract

Purpose

We investigate the joint impacts of three trust cues – content, sentiment and helpfulness votes – of online product reviews on the trust of reviews and attitude toward the product/service reviewed.

Design/methodology/approach

We performed three studies to test our research model, presenting participants with scenarios involving product reviews and prior users' helpful and unhelpful votes across experimental settings.

Findings

A high helpfulness ratio boosts users’ trust and influences behaviors in both positive and negative reviews. This effect is more pronounced in attribute-based reviews than emotion-based ones. Unlike the ratio effect, helpfulness magnitude significantly impacts only negative attribute-based reviews.

Research limitations/implications

Future research should investigate voting systems in various online contexts, such as Facebook post likes, Twitter microblog thumb-ups and up-votes for article comments on platforms like The New York Times.

Practical implications

Our findings have significant implications for voting system-providers implementing information techniques on third-party review platforms, participatory sites emphasizing user-generated content and online retailers prioritizing product awareness and reputation.

Originality/value

This study addresses an identified need; that is, the helpfulness votes as an additional trust cue and the joint effects of three trust cues – content, sentiment and helpfulness votes – of online product reviews on the trust of customers in reviews and their consequential attitude toward the product/service reviewed.

查看原文本刊更多论文

评论内容、情感和有用性投票如何共同影响评论信任度和态度

目的我们研究了在线产品评论的内容、情感和有用性投票这三种信任线索对评论信任度和对所评论产品/服务的态度的共同影响。研究结果高有用性比率会提高用户对正面和负面评论的信任度，并影响用户的行为。与基于情感的评论相比，这种效应在基于属性的评论中更为明显。与比率效应不同的是，有用性大小只对基于属性的负面评论产生显著影响。研究局限/意义未来的研究应调查各种在线环境下的投票系统，如 Facebook 帖子点赞、Twitter 微博拇指点赞以及《纽约时报》等平台上文章评论的向上投票。实践意义我们的研究结果对于在第三方评论平台上实施信息技术的投票系统提供商、强调用户生成内容的参与式网站以及优先考虑产品知名度和美誉度的在线零售商具有重要意义。原创性/价值本研究满足了一项已确定的需求，即把有用性投票作为额外的信任线索，以及在线产品评论的内容、情感和有用性投票这三种信任线索对客户对评论的信任度及其对所评论产品/服务的态度的共同影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Internet Research 工程技术-电信学

CiteScore

11.20

自引率

10.20%

发文量

审稿时长

>12 weeks

期刊介绍： This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.