Online Persuasion: How the Written Word Drives WOM Evidence from Consumer-Generated Product Reviews

被引：121

作者：

Li, Jin ^{[1
]}

Zhan, Lingjing ^{[2
]}

机构：

[1] N Dakota State Univ, Coll Business, Fargo, ND 58108 USA

[2] Hong Kong Polytech Univ, Hong Kong, Hong Kong, Peoples R China

来源：

JOURNAL OF ADVERTISING RESEARCH | 2011年 / 51卷 / 01期

关键词：

OF-MOUTH; MODERATING ROLE; INTENTION; FEATURES;

D O I：

10.2501/JAR-51-1-239-257

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Consumer-generated product reviews are important sources of information for producers and consumers. This research includes two studies designed to investigate how language style, organizational structure, and other content features affect the perceived helpfulness of online product reviews. In study 1, researchers analyzed a data set of online product reviews regarding a consumer electronic device and identified content characteristics shared by helpful reviews. Study 2 used an experimental approach to probe the boundary conditions under which specific content features may or may not influence review helpfulness.

引用

页码：239 / 257

页数：19

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