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Does certainty tone matter? Effects of review certainty, reviewer characteristics, and organizational niche width on review usefulness
Information & Management ( IF 9.9 ) Pub Date : 2021-10-14 , DOI: 10.1016/j.im.2021.103549
Jing Li 1 , Xin Xu 2 , Eric W.T. Ngai 2
Affiliation  

Given the proliferation of online review websites—e.g., Yelp.com—that prominently display a large number of online custome0r reviews, scholars have made efforts to investigate what makes a review “useful.” However, there is little research that offers insight into how review content, reviewer characteristics, and review contexts jointly influence review usefulness. We specially examine the role of review certainty on review usefulness. Drawing on dual-process and social influence theories, we examine the interaction effects of review certainty, reviewer popularity, reviewer expertise, and the niche width of a restaurant on review usefulness. In particular, this study focuses on how review certainty interacts with other contextual factors to influence users’ evaluation of the usefulness of online reviews. Utilizing a zero-inflated negative binomial Poisson regression, we empirically tested our hypotheses based on 10,097 reviews on 2,383 restaurants from Yelp.com. Our results indicated that (1) the impact of review certainty on review usefulness decreases with reviewer popularity but does not vary with reviewer expertise and (2) the niche width of a restaurant—as a contextual feature—interacts with review certainty and reviewer characteristics in influencing review usefulness. Theoretically, these findings contribute to online customer review literature and certainty literature, as well as social media research, provide new guidelines for predicting review usefulness, and add new insights into understanding the role of organizational positioning for customer evaluations. In practice, our findings can help online review platforms better understand how to screen and select useful reviews for visitors.



中文翻译:

确定的语气重要吗?评论确定性、评论者特征和组织利基宽度对评论有用性的影响

鉴于在线评论网站(例如 Yelp.com)的激增,这些网站突出显示了大量在线客户评论,学者们已经努力研究什么使评论“有用”。然而,很少有研究深入了解评论内容、评论者特征和评论背景如何共同影响评论有用性。我们专门研究了审查确定性对审查有用性的作用。利用双重过程和社会影响理论,我们研究了评论确定性、评论者受欢迎程度、评论者专业知识和餐厅的利基宽度对评论有用性的交互影响。特别是,本研究侧重于评论确定性如何与其他上下文因素相互作用以影响用户对在线评论有用性的评估。利用零膨胀负二项式泊松回归,我们根据来自 Yelp.com 的 2,383 家餐厅的 10,097 条评论对我们的假设进行了实证检验。我们的结果表明:(1)评论确定性对评论有用性的影响随着评论者的受欢迎程度而降低,但不随评论者的专业知识而变化;(2)餐厅的利基宽度(作为上下文特征)与评论确定性和评论者特征相互作用影响评论的有用性。从理论上讲,这些发现有助于在线客户评论文献和确定性文献以及社交媒体研究,为预测评论有用性提供新指南,并为理解组织定位对客户评估的作用提供新见解。在实践中,

更新日期:2021-10-19
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