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When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type

Lookup NU author(s): Professor Raffaele Filieri

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2018 Online customer reviews (OCRs) have become increasingly important in travelers’ decision-making. However, the proliferation of OCRs requires e-commerce organizations to identify the characteristics of the most helpful reviews to reduce information overload. This study focuses on OCRs of hotels and particularly on the factors moderating the relationship between extreme ratings and review helpfulness. The study reviewed 11,358 OCRs of 90 French hotels from TripAdvisor.com. Findings highlight that large hotels are more affected by extreme reviews than small hotels. Extreme reviews are more helpful to consumers when reviews are long and accompanied by the reviewers’ photos.

Publication metadata

Author(s): Filieri R, Raguseo E, Vitari C

Publication type: Article

Publication status: Published

Journal: Computers in Human Behavior

Year: 2018

Volume: 88

Pages: 134-142

Print publication date: 01/11/2018

Online publication date: 04/07/2018

Acceptance date: 31/05/2018

Date deposited: 21/08/2018

ISSN (print): 0747-5632

ISSN (electronic): 1873-7692

Publisher: Elsevier Ltd

URL: https://doi.org/10.1016/j.chb.2018.05.042

DOI: 10.1016/j.chb.2018.05.042

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