The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness

被引：20

作者：

Li, Hongliu ^{[1
]}

Wang, Xingyuan ^{[1
]}

Wang, Shuyang ^{[1
]}

Zhou, Wenkai ^{[2
]}

Yang, Zhilin ^{[3
]}

机构：

[1] Shandong Univ, Sch Management, Jinan, Peoples R China

[2] Univ Cent Oklahoma, Coll Business, Edmond, OK USA

[3] City Univ Hong Kong, Coll Business, Kowloon Tong, Hong Kong, Peoples R China

来源：

JOURNAL OF RESEARCH IN INTERACTIVE MARKETING | 2023年 / 17卷 / 01期

基金：

中国国家自然科学基金;

关键词：

Online review comments; Numerical cues; Perceived review helpfulness; Cognitive elaboration; Credibility perception; WORD-OF-MOUTH; CONSUMER REVIEWS; SOCIAL-INFLUENCE; PRODUCT REVIEWS; INFORMATION; IMPACT; SALES; DETERMINANTS; EQUIVOCALITY; CREDIBILITY;

D O I：

10.1108/JRIM-09-2021-0239

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Purpose The purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the underlying psychological mechanisms. Design/methodology/approach An experimental design approach was employed to investigate the proposed research questions. Two experiments were conducted to test the hypotheses. Mplus 7 and Stata 14.0 were used for data analysis. Findings Empirical findings support the positive correlation between the presence of NC in online review comments and perceived review helpfulness across different product categories. This relationship is mediated by two psychological responses of consumers: cognitive elaboration and credibility perception. Research limitations/implications This research adds to the existing literature by focusing on the value of NC in online review comments and how they can enhance perceived review helpfulness. Some practical implications are also addressed. For example, marketers can encourage consumers to post reviews that contain quantitative information to facilitate their target markets' comprehension of a product or brand. Originality/value Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions. In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness.

引用

页码：126 / 139

页数：14