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Paper Type
ERF
Description
Online platforms, such as Yelp and TripAdvisor, have facilitated ubiquitous and convenient access to a large number of online reviews about almost any product/service. However, they impose an information load on the consumers due to their large number of reviews. The review star rating is practiced to ameliorate consumers' information load. A review star rating shows the reviewer's overall evaluation of a product/service. Nonetheless, the extant research findings about the relationship between star rating and review helpfulness are mixed. Star rating, being a unidimensional bipolar measure, is unable to correctly capture the underlying evaluations of the review content. Our contention in this research is that the use of review ambivalence is a better predictor of review helpfulness than the traditional star rating. To that end, we provide the theoretical foundation and pertinent methodology to assess our research question.
Paper Number
1744
Recommended Citation
Akgul, Mehmet and MONTAZEMI, Ali Reza, "Ambivalence as a Predictor of Online Review Helpfulness" (2023). AMCIS 2023 Proceedings. 38.
https://aisel.aisnet.org/amcis2023/sig_adit/sig_adit/38
Ambivalence as a Predictor of Online Review Helpfulness
Online platforms, such as Yelp and TripAdvisor, have facilitated ubiquitous and convenient access to a large number of online reviews about almost any product/service. However, they impose an information load on the consumers due to their large number of reviews. The review star rating is practiced to ameliorate consumers' information load. A review star rating shows the reviewer's overall evaluation of a product/service. Nonetheless, the extant research findings about the relationship between star rating and review helpfulness are mixed. Star rating, being a unidimensional bipolar measure, is unable to correctly capture the underlying evaluations of the review content. Our contention in this research is that the use of review ambivalence is a better predictor of review helpfulness than the traditional star rating. To that end, we provide the theoretical foundation and pertinent methodology to assess our research question.
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