When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type
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- ISIDORE Id: 10670/1.95aa16...
- hal: hal-04781815
- doi: https://doi.org/10.1016/j.chb.2018.05.042
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https://doi.org/10.1016/j.chb
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Reviews Reviews Reviews Theater reviews Reviews Television plays--Reviews Television reviews Reviews Newspapers--Sections, columns, etc.--Book section Book reviews ReviewsCiter ce document
R. Filieri et al., « When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10.1016/j.chb.2018.05.042
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Résumé
Online customer reviews (OCRs) have become increasingly important in travelers' decision-making. However, the proliferation of OCRs requires e-commerce organizations to identify the characteristics of the most helpful reviews to reduce information overload. This study focuses on OCRs of hotels and particularly on the factors moderating the relationship between extreme ratings and review helpfulness. The study reviewed 11,358 OCRs of 90 French hotels from TripAdvisor.com. Findings highlight that large hotels are more affected by extreme reviews than small hotels. Extreme reviews are more helpful to consumers when reviews are long and accompanied by the reviewers’ photos.
