Measuring Product Type with Dynamics of Online Review Variances: A Theoretical Model and Empirical Applications

Web 2.0 technologies have attracted an increasing number of active online writers and viewers. A deeper understanding of when customers will review and what motivates them to write online reviews is of both theoretical and practical significance. In this paper, we present a novel methodological framework, which consists of theoretical modeling and text-mining technologies, to study the relationships among customers’ review promptness, their review opinions, and their review motivations. We first study customers’ online “purchase-review” behavior dynamics; then, we introduce the LDA method to mine customers’ opinion from their review text; finally, we propose a theoretical model to explore some motivations for those people publishing review online. The analytical and experimental results with real data from a Chinese B2C website demonstrate that the behavior dynamics of customers’ online review are influenced by the multidimensional motivations, and some of them can be observed from their review behaviors, such as review promptness.

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The Right Format of Internet Advertising (RFIA)

Information Resources Management Journal ◽

10.4018/irmj.2013040102 ◽

2013 ◽

Vol 26 (2) ◽

pp. 20-42 ◽

Cited By ~ 1

Author(s):

Payam Hanafizadeh ◽

Mehdi Behboudi

Keyword(s):

Theoretical Model ◽

Latent Variables ◽

Product Type ◽

Internet Advertising ◽

Product Involvement ◽

Factors Affecting ◽

Advertising Strategy ◽

The Right ◽

Banner Blindness

This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as “banner blindness” and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.

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Does the length of a review matter in perceived helpfulness? The moderating role of product experience

Journal of Research in Interactive Marketing ◽

10.1108/jrim-04-2020-0086 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Han Jia ◽

Sumin Shin ◽

Jinfeng Jiao

Keyword(s):

Online Reviews ◽

Product Type ◽

Online Review ◽

Content Type ◽

Level Of Involvement ◽

Customer Reviews ◽

Product Experience ◽

Online Customer Reviews ◽

Review Helpfulness ◽

Product Ratings

PurposeThis paper aims to offer a framework explaining how product experience (i.e. think vs feel) and product involvement (high vs low) influence the helpfulness of online reviews. It also reexamined how online consumer review dimensions help to build online review helpfulness under different contexts.Design/methodology/approachData were collected using content analysis on 1,200 online customer reviews on 12 products from four categories to measure the relationships between online review dimensions and the helpfulness of reviews. The regression analysis and analysis of variance (ANOVA) were used to test the hypotheses.FindingsThe findings indicate that the effectiveness of length of a review is moderated by product type; for think products, longer reviews yield higher helpfulness. Furthermore, the level of consistency between individual review ratings and overall product ratings is associated with review helpfulness. The length of product descriptions and product ratings is moderated by the level of involvement. For products with high involvement, longer descriptions yield higher helpfulness.Originality/valueA conceptual connection to customer interaction is proposed by online customer reviews that vary by product type. The findings provide implications for online retailers to better manage online customer reviews and increase the value of product ratings.

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The Effects of Image-Based Online Reviews on Customers' Perception Across Product Type and Gender

Journal of Global Information Management ◽

10.4018/jgim.2019070108 ◽

2019 ◽

Vol 27 (3) ◽

pp. 139-158 ◽

Cited By ~ 1

Author(s):

Yuming Liu ◽

Rong Du

Keyword(s):

Theoretical Model ◽

Experimental Design ◽

Positive Impact ◽

Online Reviews ◽

Product Type ◽

Presentation Format ◽

And Gender ◽

Image Format

Online vendors consider image online reviews as an important format to improve customers' buying decision. Prior research examined the influence of review presentation format, but did not focus on image format. Little is known about customers' perception on image online reviews. This study developed a theoretical model to analyze the effect of image reviews across product type and gender. The 2×2×2 between-subject experimental design was conducted to test hypotheses. The results demonstrated that compared to text review, the influence of image format on customers' perception was more significant, but in varying degrees across product type and gender. This study found that image format had more positive impact for experience product's understanding compared to search product. The result also showed that the effect of image format on experience product was not significant greater for females than males, but the perception improvement degree from text to image reviews was saliently different between genders. This study discussed theoretical and managerial contributions of these results.

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Impacts of uncertain online reviews on pricing and profits of competitive retailers

Kybernetes ◽

10.1108/k-05-2019-0308 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Cui Zhao ◽

Yao Zhang

Keyword(s):

Theoretical Model ◽

Profit Maximization ◽

Online Reviews ◽

Online Review ◽

Equilibrium Solutions ◽

Review System ◽

Product Price ◽

Content Type ◽

Price Optimization ◽

Game Theoretical Model

Purpose This paper aims to investigate the impacts of uncertain online reviews on product prices and profits of two competitive retailers. Design/methodology/approach First, the authors develop a game-theoretical model to determine the optimal product prices and profits considering uncertain online reviews. Afterwards, to examine the effects of the uncertain online reviews, they compare the equilibrium solutions with those of the game-theoretical models of deterministic online reviews and no online reviews, respectively. Findings Uncertain online reviews play a significant role in product price optimization and profit maximization. In the quality-dominates-fit case, both retailers will lower their product prices in response to the uncertain online reviews. And the uncertain online reviews would hurt the two retailers. Conversely, in the fit-dominates-quality case, the presence of uncertain online reviews will encourage both retailers to raise their product prices. And the two retailers can still benefit from the online reviews. With the increase in consumer uncertainty about online reviews, both retailers might raise their product prices, thus generating higher profits. Practical implications Managerially, the results indicate that in the quality-dominates-fit case, when consumers are uncertain about online reviews, it might be better for retailers to abandon the online review system; however, in the fit-dominates-quality case, both retailers could still benefit from the uncertain online reviews through product price optimization. Therefore, the presence of an online review system could be beneficial. Originality/value This paper develops a game-theoretical model to help competitive retailers optimize their price strategies and achieve profit maximization considering uncertain online reviews.

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