Analyzing the quality of online product reviews and their antecedents

Yin Xu and Sam Dzever ()
Additional contact information
Yin Xu: Central University of Finance and Economics [Beijing]
Sam Dzever: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

Post-Print from HAL

Abstract: Consumers rely heavily on online product reviews to make their purchase decisions, yet online reviews are often brief and empty with limited help. This paper puts forward the key concept of online product review quality and the two dimensions necessary for its operation - i.e. length and concreteness. We investigate two antecedents, product type and monetary incentives, and examine their effects on online review quality through empirical research. We collect 850 real online product reviews from China's biggest e-commerce website TAOBAO.COM and examine our hypothesis. We find that compared with utilitarian products, consumers create longer and more concrete online reviews for hedonic products. Moreover, monetary incentives have a positive effect on the length of online reviews but no effect on the concreteness of the reviews. Furthermore, product type moderates the relationship between monetary incentives and online review quality.

Keywords: Online product review quality; Length; Concreteness; Hedonic; Utilitarian; Monetary incentive; China; Text mining (search for similar items in EconPapers)
Date: 2022-11-01
References: Add references at CitEc
Citations:

Published in Lucia Morales; Sam Dzever; Robert Taylor. Asia-Europe industrial connectivity in times of crisis, 16, ISTE ; John Wiley & Sons, pp.109-128, 2022, Innovation, entrepreneurship, management series. Innovation and technology set, 978-1-78630-862-7. ⟨10.1002/9781394186037.ch6⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03854363

DOI: 10.1002/9781394186037.ch6

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().