Abstract
Based on the review data of the Amazon,our research discuss that the effect of language style matching of a review and the whole reviews on perceived customer review helpfulness and the moderating effect of product type and product brand to the relationship between language style matching of a review and the whole reviews and perceived customer review helpfulness. Our study found:For experience goods and low reputation brand products,the language style matching of a review and the whole review have positive effects on perceived customer review helpfulness.That is:higher language style matching between a review and the whole review leads to higher perceived customer review helpfulness;For search goods and high reputation brand products,the language style matching of a review and the whole review have negative effects on perceived customer review helpfulness.That is:lower language style matching between a review and the whole review leads to higher perceived customer review helpfulness;
Recommended Citation
Liu, Xinyan and Liu, Chunhua, "A Study on the Effect of Language Style Matching of a Review and the Whole Reviews on Perceived Customer Review Helpfulness" (2017). WHICEB 2017 Proceedings. 6.
https://aisel.aisnet.org/whiceb2017/6
Previous Versions
Jul 26 2017
Jul 26 2017 (withdrawn)