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5 mai 2020
- handle: 10670/1.7sdp5a
- hal: hal-03026840
- doi: 10.1177/0047287520916785
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info:eu-repo/semantics/altIdentifier/doi/10.1177/0047287520916785
info:eu-repo/semantics/OpenAccess
Mots-clés
electronic word-of-mouth (eWOM) extreme negative ratings review helpfulness signaling theory negativity bias third-party product signals electronic word-of-mouth (eWOM)Sujets proches
Reviews Reviews Reviews Theater reviews Reviews Television plays--Reviews Television reviews Product quality Reviews Newspapers--Sections, columns, etc.--Book section Hotels, taverns, etc Inns Excellency Bias Book reviews ReviewsCiter ce document
Raffaele Filieri et al., « Extreme Negative Rating and Review Helpfulness: The Moderating Role of Product Quality », HAL-SHS : droit et gestion, ID : 10.1177/0047287520916785
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Résumé
Contrasting findings about the role of extremely negative ratings are found in the literature, thus suggesting that not all extremely negative rating reviews (ENRR) are perceived as helpful by consumers. In order to shed light on the most helpful ENRR, we have drawn on negativity bias and the signaling theory, and we have analyzed the moderating role of product quality signals in the relationship between ENRR and review helpfulness. The study is based on the analysis of 9,479 online customer reviews, posted on TripAdvisor.com, pertaining to220 French hotels. The findings highlight that ENRR is judged as being more helpful when the hotel has been awarded a certificate of excellence, and when the average rating score and the hotel classification are higher. On the basis of the results of this study, we recommend that managers of higher category hotels, with a certificate of excellence and with higher average score ratings, pay more attention to extreme negative judgements.