• Asia pacific journal of information systems
• /
• v.25 no.4
• /
• pp.784-804
• /
• 2015

This study investigates the effects of a two-sided message on product attitude and purchase intention by using a message structure variable, such as attribute importance in the context of online consumer reviews (OCRs). Study 1 explains the previous inconsistent results of a two-side message by comparing a one-side message and a two-side message by using the attribute importance in negative reviews. Study 2 determines the reasons for the inconsistent results of a refutational two-sided message research by using the attribute importance in negative reviews and website trust. Two experiments are designed to test our hypotheses. The first experiment is a $2{\times}2$ factorial design with 84 participants. The second experiment uses a $2{\times}2{\times}2$ factorial design with 196 participants. In study 1, two-sided OCRs are more credible than one-sided OCRs, and two-sided OCRs that use low important attributes are more effective in making favorable product attitude/purchase intention. In study 2, refutational two-sided OCRs that use high attribute importance render positive effects on product attitudes in trustworthy websites. However, the refutation could negatively affect product attitude/purchase intention in low trustworthy websites.

• Fashion, Industry and Education
• /
• v.15 no.2
• /
• pp.1-10
• /
• 2017

The purposes of this study were to explore (1) how fit reviews differ among height groups and (2) how overall numerical ratings differ depending on height groups and ifferent types of fit reviews. Content analysis was used to analyze systematically sampled online consumer reviews (OCRs) of formalwear dresses rented online. In part 1, 201 OCRs were analyzed to develop the coding scheme, which included three aspects of fit (physical, aesthetic, and functional), valence (negative, neutral, positive), and overall numerical rating. In part 2, 600 OCRs were coded and statistically analyzed. Differences in frequency were not found among height groups for any types of mentions (negative, neutral, and positive) in terms of the three aspects of fit in the OCRs. Differences in overall mean ratings were not found among height groups. Interestingly, valence of each aspect of fit reviews affected mean numeric ratings. This study is new in examining relationships among textual information (i.e., fit reviews), numerical information (i.e., numerical rating), and reviewer's characteristic (i.e., height). The results of this study offered practical implications for etailers and marketers that they should pay attention to the three aspects of fit reviews and monitor garments with negative fit evaluations for lower ratings. They may attempt to increase ratings by providing customers recommendations to get a better fit.

• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.13 no.12
• /
• pp.6097-6120
• /
• 2019

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.

• Journal of Distribution Science
• /
• v.18 no.10
• /
• pp.65-75
• /
• 2020

Purpose: This study aims to examine how to review contents of experiential and utilitarian products (e.g., skincare products) and how to affect review helpfulness by applying natural language processing techniques. Research design, data, and methodology: This study uses 69,633 online reviews generated for the products registered at Amazon.com by 13 Korean cosmetic firms. The authors identify key topics that emerge about consumers' use of skincare products such as skin type and skin trouble, by applying bigram analysis. The review content variables are included in the review helpfulness model, including other important determinants. Results: The estimation results support the positive effect of review extremity and content on the helpfulness. In particular, the reviewer's skin type information was recognized as highly useful when presented together as a basis for high-rated reviews. Moreover, the content related to skin issues positively affects review helpfulness. Conclusions: The positive relationship between extreme reviews and helpfulness of reviews challenges the findings from prior literature. This result implies that an in-depth study of the effect of product types on review helpfulness is needed. Furthermore, a positive effect of review content on helpfulness suggests that applying big data analytics can provide meaningful customer insights in the online retail industry.