Do same-level review ratings have the same level of review helpfulness? The role of information diagnosticity in online reviews

Conference paper

Kim, M., Han, J. and Jun, M. 2020. Do same-level review ratings have the same level of review helpfulness? The role of information diagnosticity in online reviews. Blanchard, S., Epp, A. and Mallapragada, G. (ed.) 2020 AMA Summer Academic Conference. Online 18 - 20 Aug 2020 American Marketing Association (AMA). pp. 331-332
TypeConference paper
TitleDo same-level review ratings have the same level of review helpfulness? The role of information diagnosticity in online reviews
AuthorsKim, M., Han, J. and Jun, M.
Abstract

This research examines whether the written content of online reviews can generate systematic differences in the review’s perceived helpfulness even with identical ratings. In addition, this research explores which underlying psychological mechanism creates the systemic differences related to helpfulness. Specifically, the results from our two experiments demonstrate that, when an online review has a positive product rating, mixed written content (e.g., both positive and negative information) is perceived as more helpful than reviews with only positive written content. In contrast, we also found that, when an online review has a negative product rating, written content that contains only negative information is perceived as more helpful than reviews with mixed written content. Our study illustrates that the degree of information diagnosticity in online reviews behaves as an underlying psychological mechanism in the process. Our findings not only contribute to the extant literature but also provide useful insights and practical implications for e-commerce companies.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
Conference2020 AMA Summer Academic Conference
Page range331-332
Proceedings TitleAMA Summer Academic Conference 2020: Bridging Gaps: Marketing in an Age of Disruption
SeriesAMA Educators Proceedings
EditorsBlanchard, S., Epp, A. and Mallapragada, G.
ISBN
Paperback9781713822240
Electronic9781713824503
PublisherAmerican Marketing Association (AMA)
Curran Associates, Inc.
Publication dates
Online20 Aug 2020
PrintMar 2021
Publication process dates
Accepted2020
Deposited31 Oct 2023
Output statusPublished
Web address (URL) of conference proceedingshttps://www.proceedings.com/57405.html
https://www.proceedings.com/58052.html
LanguageEnglish
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