Online Review Helpfulness: The Moderating Effects of Review Comprehensiveness

Document Type

Article

Publication Date

1-6-2020

Publication Title

International Journal of Contemporary Hospitality Management

Abstract

Findings: Review comprehensiveness moderates the effects of review length and an extremely negative review on helpfulness. It also confirms that for reviews of the same length, one covering more aspects is perceived by consumers as more helpful. Practical implications: Different aspects of information in a review can efficiently assist decision-making. The results suggest that review platforms can better design their interface by providing separate areas for different product aspects. The platform can then receive more comprehensive and helpful reviews and increase the diagnosticity of these. Originality/value: The study enriches the literature by introducing review comprehensiveness and examining the joint effects of review length and comprehensiveness on helpfulness. It also contributes to the literature by indicating how to reduce the effect of review extremity.

Keywords

Review helpfulness; Review length; Controlled experiment; Extremity bias; Review comprehensiveness; Review extremity

Disciplines

Hospitality Administration and Management

Language

English

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