Factors Affecting Review Helpfulness:
Many review sites, such as Amazon.com and TripAdvisor, have a “helpful” button that allows people to cast their votes on the helpfulness of a review. Marketing, consumer behavior, and information systems scholars have extensively examined review, reviewer, and product characteristics that affect rev...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-03-01
|
| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.017/_html/-char/en |
| _version_ | 1798004335318138880 |
|---|---|
| author | Kaichi Saito |
| author_facet | Kaichi Saito |
| author_sort | Kaichi Saito |
| collection | DOAJ |
| description | Many review sites, such as Amazon.com and TripAdvisor, have a “helpful” button that allows people to cast their votes on the helpfulness of a review. Marketing, consumer behavior, and information systems scholars have extensively examined review, reviewer, and product characteristics that affect review helpfulness, i.e., the number or ratio of helpful votes that a review received. This article provides a narrative review (qualitative review) and a meta-analysis (quantitative review) of the literature on factors affecting review helpfulness. The results show that text length and disclosure of reviewers’ profile photos are positively associated with review helpfulness. In contrast, prior studies had mixed results on the effects of review ratings (number of stars) and disclosure of reviewers’ names and addresses. This study suggests that examining readers’ decision-making about helpful voting can resolve these mixed results. |
| first_indexed | 2024-04-11T12:22:04Z |
| format | Article |
| id | doaj.art-f020bc46776e4a18bd28a97b1bcdec2b |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T12:22:04Z |
| publishDate | 2021-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-f020bc46776e4a18bd28a97b1bcdec2b2022-12-22T04:24:04ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692021-03-01404334310.7222/marketing.2021.017marketingFactors Affecting Review Helpfulness:Kaichi Saito0Meiji-Gakuin University, JapanMany review sites, such as Amazon.com and TripAdvisor, have a “helpful” button that allows people to cast their votes on the helpfulness of a review. Marketing, consumer behavior, and information systems scholars have extensively examined review, reviewer, and product characteristics that affect review helpfulness, i.e., the number or ratio of helpful votes that a review received. This article provides a narrative review (qualitative review) and a meta-analysis (quantitative review) of the literature on factors affecting review helpfulness. The results show that text length and disclosure of reviewers’ profile photos are positively associated with review helpfulness. In contrast, prior studies had mixed results on the effects of review ratings (number of stars) and disclosure of reviewers’ names and addresses. This study suggests that examining readers’ decision-making about helpful voting can resolve these mixed results.https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.017/_html/-char/enreview helpfulnesshelpful buttonnarrative reviewmeta-analysis |
| spellingShingle | Kaichi Saito Factors Affecting Review Helpfulness: Maketingu Janaru review helpfulness helpful button narrative review meta-analysis |
| title | Factors Affecting Review Helpfulness: |
| title_full | Factors Affecting Review Helpfulness: |
| title_fullStr | Factors Affecting Review Helpfulness: |
| title_full_unstemmed | Factors Affecting Review Helpfulness: |
| title_short | Factors Affecting Review Helpfulness: |
| title_sort | factors affecting review helpfulness |
| topic | review helpfulness helpful button narrative review meta-analysis |
| url | https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.017/_html/-char/en |
| work_keys_str_mv | AT kaichisaito factorsaffectingreviewhelpfulness |