Window Dressing Effects of Online Information: A Content-Analysis of the Post-Purchase Reviews on Amazon.com

Wan Seop Jung and Eun Soo Rhee
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Wan Seop Jung: Farmingdale State College, New York, NY
Eun Soo Rhee: Towson University, Towson, MD

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 6, 312-320

Abstract: This study examined the surface characteristics of helpful customer reviews posted on Amazon.com to understand the nature of electronic Word-of-Mouth (eWOM). To investigate the surface characteristics of the helpfulness of customer reviews, and whether the helpfulness and attention-grabbing power of the customer reviews are associated with the surface characteristics, a content analysis of Amazon.com customer reviews was conducted. We found that consumers considered a review helpful if it offered visually prominent cues that made it more convenient to determine the usefulness and helpfulness of the review. The results of this study further demonstrate the mediational effect of attention-grabbing power on the review helpfulness. Our findings suggest that not only what is communicated but also how the information is communicated is crucial to improve credibility and attention-grabbing power in the online environment.

Keywords: eWOM; Amazon.com customer review; online credibility (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:312-320

DOI: 10.20469/ijbas.5.10001-6

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