Perceived Helpfulness of Online Consumer Reviews: The Role of Message Content and Style
Robert M SCHINDLER
Rutgers, The State University of New Jersey - Rutgers University, Camden
Barbara A. Bickart
Boston University School of Management
November 1, 2010
Journal of Consumer Behaviour, 2012
Boston U. School of Management Research Paper No. 2010-26
The rise of online reviews written by consumers makes possible an examination of how the content and style of these word-of-mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping activities. The results suggest the benefits of moderate review length and of positive, but not negative, product evaluative statements. Non-evaluative product information and information about the reviewer were also found to be associated with review helpfulness. Stylistic elements that may impair clarity (such as spelling and grammatical errors) were associated with less valuable reviews, and elements that may make a review more entertaining (such as expressive slang and humor) were associated with more valuable reviews. These findings point to factors other than product information that may affect the perceived helpfulness of an online consumer review.
Number of Pages in PDF File: 38
Keywords: Word-of-Mouth Communication, Online Marketing, Consumer Information Search, Consumer Review, Consumer BehaviorAccepted Paper Series
Date posted: November 6, 2010 ; Last revised: April 12, 2012
© 2013 Social Science Electronic Publishing, Inc. All Rights Reserved.
This page was processed by apollo3 in 2.000 seconds