"Highly Recommended!" The Content Characteristics and Perceived Usefulness of Online Consumer Reviews

被引：287
作者：
Willemsen, Lotte M. [1 ]
Neijens, Peter C. [1 ]
Bronner, Fred [1 ]
de Ridder, Jan A. [1 ,2 ]
机构：
[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, NL-1012 WX Amsterdam, Netherlands
[2] Univ Amsterdam, Dept Commun, NL-1012 WX Amsterdam, Netherlands
来源：
JOURNAL OF COMPUTER-MEDIATED COMMUNICATION | 2011年 / 17卷 / 01期
关键词：
Online Consumer Reviews; Electronic Word-of-Mouth Communication; Content Characteristics; Content Analysis; WORD-OF-MOUTH; MODERATING ROLE; INFORMATION; REPUTATION; IMPACT; COMMUNICATION; CREDIBILITY; PERCEPTIONS; INVOLVEMENT; PERSUASION;
D O I：
10.1111/j.1083-6101.2011.01551.x
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
The aim of the present study was to gain a better understanding of the content characteristics that make online consumer reviews a useful source of consumer information. To this end, we content analyzed reviews of experience and search products posted on (N = 400). The insights derived from this content analysis were linked with the proportion of useful votes that reviews received from fellow consumers. The results show that content characteristics are paramount to understanding the perceived usefulness of reviews. Specifically, argumentation (density and diversity) served as a significant predictor of perceived usefulness, as did review valence although this latter effect was contingent on the type of product (search or experience) being evaluated in reviews. The presence of expertise claims appeared to be weakly related to the perceived usefulness of reviews. The broader theoretical, methodological and practical implications of these findings are discussed.
引用
收藏
页码：19 / 38
页数：20
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