Purpose

Online consumer reviews are increasingly used by third-party e-commerce organizations to shed light on the positive and negative sides of the brands they sell. However, the large number of consumer reviews requires these organizations to shortlist the most helpful ones to cope with information overload. A growing number of scholars have been investigating the determinants of review helpfulness; however, little is known about the influence of cultural factors in consumer's evaluation of review helpfulness.

Design/methodology/approach

This study has adopted Hofstede's cultural values framework to assess the influence of cultural factors on review helpfulness. We used a sample of 570,669 reviews of 851 hotels published by reviewers from 81 countries on Booking.com.

Findings

Findings reveal that reviewers from cultural contexts that score high on power distance, individualism, masculinity, uncertainty avoidance and indulgence are more likely to write helpful reviews.

Originality/value

This is one of the first cross-cultural studies in marketing using a big data approach in examining how users of reviews from different countries evaluate the helpfulness of online reviews.

中文翻译：

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文化价值观在消费者在线评论有用性评价中的作用：一种大数据方法

目的

第三方电子商务组织越来越多地使用在线消费者评论来揭示他们销售的品牌的积极和消极方面。然而，大量的消费者评论要求这些组织将最有帮助的人列入候选名单，以应对信息过载。越来越多的学者一直在研究综述有用性的决定因素。然而，文化因素对消费者评价评论有用性的影响知之甚少。

设计/方法/方法

本研究采用霍夫斯泰德的文化价值观框架来评估文化因素对评论有用性的影响。我们使用了来自 81 个国家/地区的评论者在 Booking.com 上发布的 851 家酒店的 570,669 条评论样本。

发现

调查结果显示，来自文化背景的评论者在权力距离、个人主义、阳刚之气、不确定性规避和放纵方面得分较高，更有可能撰写有用的评论。

原创性/价值

这是使用大数据方法检查来自不同国家的评论用户如何评估在线评论的有用性的首批跨文化营销研究之一。