Provision of Helpful Review Videos: Effects of Video Characteristics on Perceived Helpfulness

39 Pages Posted: 25 Sep 2020 Last revised: 19 Mar 2021

See all articles by Kyungmin Park

Kyungmin Park

University of Washington - Michael G. Foster School of Business

Stephanie Lee

University of Washington - Michael G. Foster School of Business

Yong Tan

University of Washington - Michael G. Foster School of Business

Date Written: August 11, 2020

Abstract

With the rapid growth and popularity of YouTube, an increasing number of consumers rely on online product review videos to obtain product-related information. Review videos, with visual and sound cues, can convey product experiences in rich and immersive ways and have a powerful impact on consumer’s perceptions and intentions to purchase the product. As the provision of online review videos grows and consumers increasingly rely on them for their purchase decisions, understanding factors that contribute to the perceived helpfulness of video reviews becomes critical for video review management. This paper examines how various video content characteristics—information accessibility, positivity, and subjectivity—and voice characteristics of reviewers—speech rate, pitch, and speech dynamics—are associated with the perceived helpfulness. We collect detailed data on 14,486 electronic product review videos posted on YouTube and employ speech recognition and natural language processing techniques to extract sentimental and speech characteristics. We find that video viewers perceive online product review videos that are more information-accessible, more positive, and less subjective as more helpful. In addition, review videos created by reviewers with faster speech rates, lower voice pitch, and more vocal dynamicity are perceived as more helpful. We additionally find that reviewers’ popularity can moderate the effect of information accessibility, positivity, and reviewers’ voice characteristics on perceived review helpfulness.

Keywords: product review videos, review helpfulness, voice analysis, sentiment analysis

Suggested Citation

Park, Kyungmin and Lee, Stephanie and Tan, Yong, Provision of Helpful Review Videos: Effects of Video Characteristics on Perceived Helpfulness (August 11, 2020). Available at SSRN: https://ssrn.com/abstract=3671307 or http://dx.doi.org/10.2139/ssrn.3671307

Kyungmin Park (Contact Author)

University of Washington - Michael G. Foster School of Business ( email )

Box 353200
Seattle, WA 98195-3200
United States

Stephanie Lee

University of Washington - Michael G. Foster School of Business ( email )

Box 353200
Seattle, WA 98195-3200
United States

Yong Tan

University of Washington - Michael G. Foster School of Business ( email )

Box 353226
Seattle, WA 98195-3226
United States

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