Start Date
11-8-2016
Description
We examine the interaction effects of review content (certainty) and reviewer characteristics (popularity and expertise) on consumer judgment of review usefulness. Utilizing an extended Poisson regression model, we empirically tested the joint impacts based on 5426 reviews from Yelp.com about 968 restaurants. Our results indicate that (1) reviewer popularity negatively interacts with certainty to affect review usefulness and (2) in contrast, reviewer expertise positively interacts with certainty to affect review usefulness. These findings add new insights into online review research and offer practical implications for online review platforms.
Recommended Citation
LI, JING; xu, xin; and Ngai, E.W.T., "An Examination of the Joint Impacts of Review Content and Reviewer Characteristics on Review Usefulness—the Case of Yelp.com" (2016). AMCIS 2016 Proceedings. 7.
https://aisel.aisnet.org/amcis2016/Social/Presentations/7
An Examination of the Joint Impacts of Review Content and Reviewer Characteristics on Review Usefulness—the Case of Yelp.com
We examine the interaction effects of review content (certainty) and reviewer characteristics (popularity and expertise) on consumer judgment of review usefulness. Utilizing an extended Poisson regression model, we empirically tested the joint impacts based on 5426 reviews from Yelp.com about 968 restaurants. Our results indicate that (1) reviewer popularity negatively interacts with certainty to affect review usefulness and (2) in contrast, reviewer expertise positively interacts with certainty to affect review usefulness. These findings add new insights into online review research and offer practical implications for online review platforms.