Paper Type

Complete

Paper Number

1191

Description

Many studies have examined the effect of review rating on review helpfulness. However, the question that how the review rating with different average ratings influences review helpfulness has not been answered. In the paper, we use positive and negative rating inconsistency between review rating and average rating to identify the review rating with different average ratings. Based on the prospect theory, we not only examine the relationship between positive/negative rating inconsistency and review helpfulness, but also explore how the relationship varies from review length. Based on the dataset from JD.com, our results indicate that positive rating inconsistency and negative rating inconsistency both positively influence review helpfulness. Moreover, we find that the effect of negative rating inconsistency is stronger than the positive one. Besides, we find that review length negatively moderates the association between positive/negative rating inconsistency and review helpfulness. Our results provide some significant theoretical and practical implications.

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Aug 9th, 12:00 AM

The Relationship between Rating Inconsistency and Review Helpfulness: The Moderating Effect of Review Length

Many studies have examined the effect of review rating on review helpfulness. However, the question that how the review rating with different average ratings influences review helpfulness has not been answered. In the paper, we use positive and negative rating inconsistency between review rating and average rating to identify the review rating with different average ratings. Based on the prospect theory, we not only examine the relationship between positive/negative rating inconsistency and review helpfulness, but also explore how the relationship varies from review length. Based on the dataset from JD.com, our results indicate that positive rating inconsistency and negative rating inconsistency both positively influence review helpfulness. Moreover, we find that the effect of negative rating inconsistency is stronger than the positive one. Besides, we find that review length negatively moderates the association between positive/negative rating inconsistency and review helpfulness. Our results provide some significant theoretical and practical implications.

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