scholarly journals “Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data

2021 ◽  
Vol 13 (19) ◽  
pp. 10912
Author(s):  
Young Joon Park ◽  
Jaewoo Joo ◽  
Charin Polpanumas ◽  
Yeujun Yoon
Keyword(s):  
Online Reviews ◽  
Online Review ◽  
Generation Process ◽  
Product Categories ◽  
Consumer Review ◽  
Online Consumer ◽  
Multiple Product ◽  
Online Consumer Review ◽  
Fake Reviews ◽  
Better Than

In this paper, we study the online consumer review generation process by analyzing 37.12 million online reviews across nineteen product categories obtained from Amazon.com. This study revealed that the discrepancy between ratings by others and consumers’ post-purchasing evaluations significantly influenced both the valence and quantity of the reviews that consumers generated. Specifically, a negative discrepancy (‘worse than what I read’) significantly accelerates consumers to write negative reviews (19/19 categories supported), while a positive discrepancy (‘better than what I read’) accelerates consumers to write positive reviews (16/19 categories supported). This implies that others’ ratings play an important role in influencing the review generation process by consumers. More interestingly, we found that this discrepancy significantly influences consumers’ neutral review generation, which is known to amplify the effect of positive or negative reviews by affecting consumers’ search behavior or the credibility of the information. However, this effect is asymmetric. While negative discrepancies lead consumers to write more neutral reviews, positive discrepancies help reduce neutral review generation. Furthermore, our findings provide important implications for marketers who tend to generate fake reviews or selectively generate reviews favorable to their products to increase sales. Doing so may backfire on firms because negative discrepancies can accelerate the generation of objective or negative reviews.

How do consumers process online hotel reviews?

2015 ◽  
Vol 6 (2) ◽  
pp. 113-126 ◽  
Author(s):  
Ellen EunKyoo Kyoo Kim ◽  
Chung Hun Lee
Keyword(s):  
Web Sites ◽  
Online Reviews ◽  
The Body ◽  
Consumer Information ◽  
Content Type ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to examine how consensus and sequence of electronic word-of-mouth (eWOM) presented on online hotel review Web sites affect consumers’ attitudes toward the company and intention to stay at a hotel. Design/methodology/approach – This experiment used a 2 (consensus: high/low) × 3 (sequence: positive-negative, neutral, negative-positive) between-subjects design. A total of 165 usable data samples were gathered. Both consensus and sequence were manipulated. Findings – The study revealed that the review consensus overrides the impact of the review sequence such that when review ratings are substantially consistent, consumers’ attitudes and intentions to stay at a hotel are not influenced by the sequence of reviews. Research limitations/implications – Other variables such as prior experience with the hotel or biases toward the hotel can affect consumer reactions to such online reviews. Future studies need to reflect on such variables that can moderate or mediate the impact of eWOM consensus and sequence. Practical implications – Our findings suggest that the online consumer review summary information should be used to control the customer message process and when consumer reviews conflict, managers should take note of the sequence in which consumers read the reviews. Originality/value – This paper adds to the body of scholarly research related to consumer information processing and further demonstrates how individuals integrate opinions from several reviews, especially in the online context.

scholarly journals Distribution characteristics of star ratings in online consumer reviews

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
R. Venkatesakumar ◽  
Sudhakar Vijayakumar ◽  
S. Riasudeen ◽  
S. Madhavan ◽  
B. Rajeswari
Keyword(s):  
Online Reviews ◽  
Online Review ◽  
Online Retailing ◽  
Consumer Reviews ◽  
Content Type ◽  
Product Categories ◽  
Online Consumer Reviews ◽  
Online Retailers ◽  
Online Consumer ◽  
Analyse Data

Purpose The star rating summarises the review content and conveys the message faster than other review components. Star ratings influence helpfulness of the reviews, and extreme reviews are considered as less helpful in the decision process. However, literature has rarely addressed variations in star ratings across product categories and variations between two online retailers. In this paper, the authors have compared the distribution of star ratings across 11 products and among the retailers. Design/methodology/approach Online reviews for 11 product categories have collected, and the authors compared the distribution of star ratings across 11 products and retailers. Correspondence analysis has been applied to show the association between star ratings and product categories for the e-retail firms. Findings The Amazon site contains proportionately more number of 1-star rated reviews than Flipkart. In Amazon reviews, few product categories are closely associated with 1-star and 2-star reviews, whereas no product categories are closely associated with 1-star and 2-star reviews in Flipkart reviews. The results indicate two distinct communication strategies followed by the firms in managing online consumer reviews. Research limitations/implications The authors did not analyse data across demographic details because of access restriction policies of the websites. Practical implications Understanding the distribution of review characteristics will improve the consumer’s decision-making ability and using online review content judiciously. Social implications This study’s results show significant insights on online retailing by providing cues in using shopping sites and online review characteristics of two prominent retailers. Originality/value This paper has brought out a distinct distribution pattern of online review between Amazon and Flipkart. Amazon allows a higher degree of negative contents, whereas Flipkart allows more number of positive reviews.

scholarly journals Purchase Intention: Can Brand Awareness Mediates Online Consummer Reviews?

2021 ◽  
Vol 14 (2) ◽  
pp. 162-172
Author(s):  
Heni Susilowati ◽  
Titin Hargyatni
Keyword(s):  
Purchase Intention ◽  
Sampling Technique ◽  
Online Reviews ◽  
Brand Awareness ◽  
Primary Data ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Consumer Review ◽  
Online Consumer ◽  
Online Consumer Review

This study aims to determine the effect of Online Consumer Review on Purchase Intention with Brand Awareness as an Intervening Variable at Shopee into STEKOM University’s students. The primary data was obtained by distributing questionnaires to buyers who have shopped at Shopee which consists of 23 questions. Samples of 130 respondents taken by random sampling technique. The analytical tool used in data processing uses Multiple Linear Regression with the help of SPSS version 25. The results show that Online Consumer Reviews ( Online Reviews on Website, Consistency of Online Reviews and Website Popularity) have a positive effect on brand awarensess at Shopee. Online Consumer Reviews (Online Reviews on Website, Online Consistency of Reviews and Popularity of Website) variables also have a positive and significant effect on Purchase Intention.  Meanwhile, the Brand Awareness variable is not able to mediate Online Consumer Reviews on Purchase Intentions at the Shopee shopping platform.  

scholarly journals PENGARUH ONLINE CONSUMER REVIEW DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI INTERVENING (STUDI PADA PENGGUNA INSTAGRAM DI 1 KECAMATAN KEBUMEN)

2019 ◽  
Vol 1 (1) ◽  
pp. 76-84
Author(s):  
Cucu Andita Widya ◽  
Sulis Riptiono
Keyword(s):  
Quantitative Method ◽  
Sampling Method ◽  
Viral Marketing ◽  
Consumer Trust ◽  
Purchasing Decisions ◽  
Consumer Review ◽  
The People ◽  
Online Consumer ◽  
Online Stores ◽  
Online Consumer Review

This study aims to determine the effect of online consumer review and viral marketing on purchasing decisions through consumer trust as an intervening variable. The population in this study is the people in Kebumen District who have made purchases at online stores via Instagram. The research sample of 100 people with a purposive sampling method. The method used in this research is quantitative method. Data analysis using path analysis with the SPSS 22 program. The results of this study indicate that online consumer review and viral marketing have a significant effect on consumer trust. Furthermore, online consumer review has no effect on purchasing decisions, while viral marketing and consumer trust have a significant effect on purchasing decisions.

THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19

2021 ◽  
Vol 14 (8) ◽  
pp. 17-33
Author(s):  
Aqilah Yaacob ◽  
Jen Ling Gan ◽  
Shamsuddin Yusuf
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Methods ◽  
Marketing Research ◽  
Social Media Marketing ◽  
Online Purchase ◽  
Consumer Review ◽  
Online Consumer ◽  
Fashion Apparel ◽  
Online Consumer Review

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

Reviews’ length and sentiment as correlates of online reviews’ ratings

2018 ◽  
Vol 28 (3) ◽  
pp. 544-563 ◽  
Author(s):  
Maryam Ghasemaghaei ◽  
Seyed Pouyan Eslami ◽  
Ken Deal ◽  
Khaled Hassanein
Keyword(s):  
Sentiment Analysis ◽  
Online Reviews ◽  
Marketing Strategies ◽  
Insurance Companies ◽  
Online Review ◽  
Data Set ◽  
Content Type ◽  
Customer Reviews ◽  
Service Companies ◽  
Consumer Review

Purpose The purpose of this paper is twofold: first, to identify and validate reviews’ length and sentiment as correlates of online reviews’ ratings; and second, to understand the emotions embedded in online reviews and how they associate with specific words used in such reviews. Design/methodology/approach A panel data set of customer reviews was collected for auto, life, and home insurance from January 2012 to December 2015 using a web scraping technique. Using a sentiment analysis approach, 1,584 reviews for the auto, home, and life insurance services of 156 insurance companies were analyzed. Findings The results indicate that, since 2013, consumers have generally had more negative emotions than positive ones toward insurance services. The results also show that consumer review sentiment correlates positively and review length correlates negatively with consumer online review ratings. Furthermore, a two-way ANOVA analysis shows that, in general, short reviews with positive sentiment are associated with high review ratings. Practical implications The findings of this study provide service companies, in general, and insurance companies, in particular, with important guidelines that should be considered to increase consumers’ positive attitude toward their services. Originality/value This paper highlights the importance of sentiment analysis in identifying consumer reviews’ emotions and understanding the associations and interactions of reviews’ length and sentiment on online review rating, which can lead to improved marketing strategies.

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