Conceptualising a formative model for online review helpfulness: Proposal

2019 ◽  
Vol 19 (1) ◽  
pp. 107-125
Author(s):  
Rachita Kashyap ◽  
Abhilash Ponnam
Keyword(s):  
Conceptual Framework ◽  
Measurement Instrument ◽  
Online Review ◽  
Purchase Decision ◽  
Product Reviews ◽  
Extant Literature ◽  
Online Retailers ◽  
Review Helpfulness ◽  
Almost All ◽  
Formative Index

Online product reviews (reviews) play an important role in the consumer's purchase decision, which affects sales and assists business firms in improving quality (by receiving feedback). The number of reviews available, even for a product that has mediocre popularity, can reach a few hundred or a thousand. In order to get the most informative review to the customers first, from the plethora of reviews available online, online retailers came up with the 'helpfulness voting' feature. This became a major hit and now almost all websites, as well as academics, search for the most helpful review, according to the number of consumer votes that a review has received. Previous research has acknowledged the importance of 'review helpfulness'. Review helpfulness has been conceptualised and evaluated by researchers, as well as websites, according to their requirements. In this study, we have tried to inspect the evaluation of the review helpfulness construct in the extant literature and have proposed a conceptual framework of a formative index as the measurement instrument of review helpfulness.

scholarly journals THE DYNAMIC EFFECTS OF ONLINE PRODUCT REVIEWS ON PURCHASE DECISIONS

2018 ◽  
Vol 24 (5) ◽  
pp. 2045-2064 ◽  
Author(s):  
Jia Chen ◽  
Gang Kou ◽  
Yi Peng
Keyword(s):  
Decision Process ◽  
Online Reviews ◽  
Online Review ◽  
Purchase Decision ◽  
Product Reviews ◽  
Purchase Decisions ◽  
Dynamic Effects ◽  
Initial Opinion ◽  
Initial Impressions ◽  
Potential Customers

Previous studies have demonstrated that online reviews play an important role in the purchase decision process. Though the effects of positive and negative reviews to consumers’ purchase decisions have been analyzed, they were examined statically and separately. In reality, online review community allows everyone to express and receive opinions and individuals can reexamine their opinions after receiving messages from others. The goal of this paper is to study how potential customers form their opinions dynamically under the effects of both positive and negative reviews using a numerical simulation. The results show that consumers with different membership levels have different information sensitivities to online reviews. Consumers at low and medium membership levels are often persuaded by online reviews, regardless of their initial opinion about a product. On the other hand, online reviews have less effect on consumers at higher membership levels, who often make purchase decisions based on their initial impressions of a product.

scholarly journals Ethics of Retailers and Consumer Behavior in E-Commerce

2020 ◽  
Vol 11 (1) ◽  
pp. 107-126
Author(s):  
Zhi Yang ◽  
Quang Van Ngo ◽  
Chung Xuan Thi Nguyen
Keyword(s):  
Electronic Commerce ◽  
Communication Technology ◽  
Purchase Intention ◽  
Purchase Decision ◽  
Information Communication ◽  
Significant Relationships ◽  
Online Retailers ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

In the era of the information-communication technology with the development of electronic commerce, consumers can buy almost everything anywhere and at any time. One of the greatest benefits of e-commerce has been the convenience and the vast choices which consumers get online. However, some serious issues exist that impede consumers from transaction online. These issues have attracted the attention of many marketing researchers in recent years. In this research, the authors focus on the impact of consumers' ethics perception of e-retailer on their purchase intention and satisfaction. The authors also try to clarify the roles of trust and commitment in the relationship of ethics on consumers purchase decision and satisfaction because of their importance in e-commerce but also the privation in the research of previous studies. The data collected from a survey of 390 online consumers in Vietnam. Results reveal that there are significant relationships between online retailers' ethics and consumers' purchase intention and satisfaction via the mediation of trust and commitment.

Assessing the Unacquainted: Inferred Reviewer Personality and Review Helpfulness

MIS Quarterly ◽  
2021 ◽  
Vol 45 (3) ◽  
pp. 1113-1148
Author(s):  
Angela Xia Liu ◽  
◽  
Yilin Li ◽  
Sean Xu ◽  
◽  
...  
Keyword(s):  
Personality Traits ◽  
Supervised Classification ◽  
Large Population ◽  
Superior Performance ◽  
Product Reviews ◽  
Review Helpfulness ◽  
Personality Theories ◽  
Deep Learning Model ◽  
Practical Implications

This work examines the question of who is more likely to provide future helpful reviews in the context of online product reviews by synergistically using personality theories and data analytics. It trains a deep learning model to infer a reviewer’s personality traits. This enables analyses to reveal the role of personality traits in review helpfulness among a large population of reviewers. We develop hypotheses on how personality traits are associated with review helpfulness, followed by hypotheses testing that confirms that higher review helpfulness is related to higher openness, conscientiousness, extraversion, and agreeableness and to lower emotional stability. These results suggest the appropriateness of using these five personality traits as inputs for developing a model for predicting future review helpfulness. Based on an ensemble model using supervised classification algorithms, we develop a predictive model and demonstrate its superior performance. Theoretical and practical implications are discussed.

scholarly journals Explaining and Predicting Helpfulness & Funniness of Online Reviews on the Steam Platform

2021 ◽  
Vol 29 (6) ◽  
pp. 0-0
Keyword(s):  
Applied Research ◽  
Online Shopping ◽  
Product Information ◽  
Online Reviews ◽  
Online Review ◽  
Gradient Boosting ◽  
Related Data ◽  
Review Helpfulness ◽  
Display Content ◽  
The Impact

Online review is a crucial display content of many online shopping platforms and an essential source of product information for consumers. Low-quality reviews often cause inconvenience to the platform and review readers. This article aims to help Steam, one of the largest digital distribution platforms, predict the review helpfulness and funniness. Via Python, 480,000 game reviews related data for 20 games were captured for analysis. This article analyzed the impact of three categories of influencing factors on the usefulness and funniness of game reviews, which are characteristics of review, reviewer and game. Additionally, by using the Random Forest-based classifier, the usefulness of reviews could be accurately predicted, while for funniness, Gradient Boosting Decision Tree was the better choice. This article applied research on the usefulness of reviews to game products and proposed research on the funniness of reviews.

The Influence of Reviewer and Consumer Congruence in Online Word-of-Mouth Transactions

2021 ◽  
Vol 19 (3) ◽  
pp. 1-15
Author(s):  
Christopher P. Furner ◽  
Tom E. Yoon ◽  
Robert Zinko ◽  
Samuel H. Goh
Keyword(s):  
Socioeconomic Status ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Uncertainty Avoidance ◽  
Easy Access ◽  
Online Review ◽  
Product Reviews ◽  
Online Word Of Mouth ◽  
Simulation Based ◽  
New Type

Online review platforms compete to attract and retain consumers and facilitate purchases. They invest in sophisticated algorithms that prioritize the order in which product reviews are presented, seeking to provide consumers with easy access to useful information about the ability of a product to meet a need. These algorithms collect and use review and consumer characteristics to provide different consumers with different sets of reviews, seeking to increase purchase intention and reduce returns. This study proposes a new type of factor: the congruence between the consumer and the reviewer. The authors develop a simulation-based experiment in which 281 subjects are categorized based on their travel style and socioeconomic status, then read two reviews: one that appears to be written by someone similar to them and one that appears written by someone different from them. Findings demonstrate relationships between purchase intention and both of the congruence variables, as well as disposition to trust and an interaction between uncertainty avoidance and socioeconomic status.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

Digital Marketing and E-Tailing Technological Innovations

2020 ◽  
pp. 37-65
Author(s):  
Alan D. Smith
Keyword(s):  
Data Mining ◽  
Quality Assurance ◽  
Big Data ◽  
Information Retrieval ◽  
Customer Service ◽  
Middle Level ◽  
Purchase Decision ◽  
Product Reviews ◽  
Privacy Concerns ◽  
Web Presence

In an age of public mistrust of the most basic institutions, businesses are not exempted. Essentially all e-tailers want to deliver personalized and real-time communications to customers that are tailored to their interests and preferences, and are based on big data mining that customers will value over privacy concerns. This is an era in which e-commerce retailers continue to dominate the marketplace and it is integral that consumers are able to trust the manufacturers, retailers, and the service/product reviews that they read online. Such trust is particularly important if their ultimate purchase decision is a successful one. A survey of middle-level managers was analyzed to identity the basic elements: e-personalization, namely online purchasing behaviors, personalized communications, information-retrieval services, degree of personal web presence, quality assurance of customer service, and the promotion of customization services. These elements were found to be conceptually and statistically related to retailer benefits of increased buying and customer loyalty.

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