Paper Type

Complete

Paper Number

1191

Description

Many studies have demonstrated the effect of review rating on review helpfulness, a largely uninvestigated issue is how the review rating with different average ratings influences review helpfulness. In the paper, we use positive and negative rating inconsistency 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 positively influences review helpfulness, but negative rating inconsistency has an opposite effect. We also find that the effect of negative rating inconsistency is stronger than the positive ones. Besides, for positive rating inconsistency, review length weakens the association. Conversely, for negative rating inconsistency, review length strengthens the association. Our results provide e-commerce platforms and sellers with practical suggestions.

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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 demonstrated the effect of review rating on review helpfulness, a largely uninvestigated issue is how the review rating with different average ratings influences review helpfulness. In the paper, we use positive and negative rating inconsistency 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 positively influences review helpfulness, but negative rating inconsistency has an opposite effect. We also find that the effect of negative rating inconsistency is stronger than the positive ones. Besides, for positive rating inconsistency, review length weakens the association. Conversely, for negative rating inconsistency, review length strengthens the association. Our results provide e-commerce platforms and sellers with practical suggestions.