Identifying and presenting helpful reviews to customers can significantly affect their purchase decisions. Although review helpfulness has been extensively explored in tourism research, extant studies have not sufficiently emphasized the unique characteristics of tourism products and investigated review helpfulness perceptions from both geographic and social influence perspectives. In this study, drawing on social contagion theory, we developed a theoretical framework to examine the impact of social contagion, specifically geographic and social proximities, on perceived review helpfulness. Our empirical analyses of Yelp restaurant reviews indicated that geographic and social influences have varying impacts on review helpfulness perceptions. Additionally, social contagions significantly moderated the impacts of various review- and reviewer-related factors, and product characteristics further moderated the contagion effect on perceived review helpfulness. This study provides valuable theoretical and methodological contributions to research on review helpfulness, especially in tourism contexts, and lays out the practical implications for various stakeholders.

中文翻译：

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地理和社会影响对复习帮助认知的影响：社会传染的角度


识别并向客户提供有用的评论可以显着影响他们的购买决策。尽管评论有用性在旅游研究中得到了广泛的探索，但现有的研究并没有充分强调旅游产品的独特特征，也没有从地理和社会影响力的角度来调查评论有用性感知。在这项研究中，我们利用社会传染理论，开发了一个理论框架来研究社会传染（特别是地理和社会邻近性）对感知复习有用性的影响。我们对 Yelp 餐厅评论的实证分析表明，地理和社会影响对评论有用性感知有不同的影响。此外，社会传染显着缓和了各种审稿和审稿人相关因素的影响，而产品特性进一步缓和了对感知审稿帮助的传染效应。这项研究为评论有用性的研究（特别是在旅游背景下）提供了宝贵的理论和方法论贡献，并为各个利益相关者列出了实际意义。