This study aims to explore the impacts of temporal contiguity (i.e., time proximity between review writing and consumption) on review helpfulness. Integrating construal level theory and attribution theory, this study constructs a moderated mediation model to uncover the direct and indirect impact of temporal contiguity and the moderating effect of experience valence. Utilizing 140,578 hotel reviews collected from TripAdvisor, this study conducts the two-step analysis and demonstrates the findings as follows: (a) the main effect of temporal contiguity on review helpfulness is positive and significant; (b) temporal contiguity is associated with the strengthening of review extremity and review depth, which leads to a further increase in review helpfulness, moreover, the mediation effects are partial; (c) experience valence significantly moderates the mediation effects, but insignificant in the direct path. The mediation effects are stronger for negative experiences than for positive ones. Theoretical and practical implications are discussed.

本研究旨在探讨时间连续性（即评论写作和消费之间的时间接近度）对评论有用性的影响。本研究将解释水平理论和归因理论相结合，构建了一个有调节的中介模型，以揭示时间连续性的直接和间接影响以及经验效价的调节作用。利用从 TripAdvisor 收集的 140,578 条酒店评论，本研究进行了两步分析，结果如下：（a）时间连续性对评论有用性的主要影响是积极且显着的；(b) 时间连续性与复习极限和复习深度的加强有关，导致复习有用性进一步增加，而且中介作用是局部的；(c) 经验效价显着调节中介效应，但在直接路径中不显着。消极体验的中介效应强于积极体验。讨论了理论和实践意义。