内容差异与在线评论的有用性：情境洞察

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-17 DOI:10.1016/j.jbusres.2024.115068

Shan Wang , Shubhashis Karmakar , Fang Wang , Yanli Pei

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引用次数: 0

摘要

当消费者浏览在线产品评论时，他们会在更广泛的产品信息背景下阅读和评估单个评论，包括产品描述和之前的评论。本研究结合了这一信息背景，以更好地理解在线评论的帮助性。具体来说，它研究了在线评论内容差异（包括与产品描述和之前评论相比的主题和词汇差异）对潜在客户感知到的评论有用性的影响。对大约 160 万条亚马逊评论的实证分析表明，读者更喜欢与主题一致但与产品描述和之前评论的词性不同的在线产品评论。此外，主题和词汇的不同会相互作用，影响评论的有用性，而内容的不同对不同价位产品评论的影响也不尽相同。这项研究强调了在语境框架内评估信息效用的重要性，并突出了在主题和词汇两个层面评估内容的重要性。它为学者和从业人员理解和策划有益的在线信息提供了新的见解。

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Content dissimilarity and online review helpfulness: Contextual insights

As consumers navigate through online product reviews, they read and assess individual reviews within a broader context of product information, including product descriptions and preceding reviews. This research incorporates this information context to better understand online review helpfulness. Specifically, it studies the influence of content dissimilarity in online reviews, including topic and lexical dissimilarities compared to product descriptions and preceding reviews, respectively, on their perceived helpfulness to potential customers. An empirical analysis of approximately 1.6 million Amazon reviews reveals that readers prefer online product reviews that align with topics but differ in lexicon from product descriptions and preceding reviews. Moreover, the topic and lexical dissimilarities interact in affecting review helpfulness, and the impact of content dissimilarity varies across reviews for products of differing price levels. This research underscores the significance of assessing information utility within its contextual framework and highlights the importance of evaluating content at both the topical and lexical levels. It offers fresh insights for both scholars and practitioners in understanding and curating beneficial online information.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.