“Highly Recommended!” The Content Characteristics and Perceived Usefulness of Online Consumer Reviews
作者： Lotte M. Willemsen , Peter C. Neijens , Fred Bronner , Jan A. de Ridder
DOI: 10.1111/J.1083-6101.2011.01551.X
关键词: Social psychology 、 Content analysis 、 Psychology 、 Applied psychology 、 Argumentation theory 、 Consumer information 、 Valence (psychology) 、 Practical implications
摘要: The aim of the present study was to gain a better understanding content characteristics that make online consumer reviews useful source information. To this end, we analyzed experience and search products posted on Amazon.com (N = 400). insights derived from analysis were linked with proportion ‘useful’ votes received fellow consumers. results show are paramount perceived usefulness reviews. Specifically, argumentation (density diversity) served as significant predictor usefulness, did review valence although latter effect contingent type product (search or experience) being evaluated in presence expertise claims appeared be weakly related broader theoretical, methodological practical implications these findings discussed.
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