Start Date
10-12-2017 12:00 AM
Description
To date, most of the online review usefulness studies have examined how the non-verbal features (e.g., review rating) or verbal features (e.g., review sentiment) of online review affect review usefulness. However, the idea that online reviews as data products of online reviewers should meet some quality metrics is not well explored in prior research. To fill this theoretical gap, drawing upon Elaboration Likelihood Model (ELM) and data quality literature, this study examines the effect of argument quality on review usefulness. For this examination, we build and operationalize two variables (i.e., review consistency and review accuracy) as two dimensions of argument quality. We find a positive effect of review accuracy on review usefulness, but, opposite to our hypothesis, we find a negative effect of review consistency on review usefulness. We also find that elite-badge members write more accurate and more consistent reviews compared to non-elite badge members.
Recommended Citation
Aghakhani, Navid; Oh, Onook; and Gregg, Dawn, "Beyond the Review Sentiment: The Effect of Review Accuracy and Review Consistency on Review Usefulness" (2017). ICIS 2017 Proceedings. 13.
https://aisel.aisnet.org/icis2017/General/Presentations/13
Beyond the Review Sentiment: The Effect of Review Accuracy and Review Consistency on Review Usefulness
To date, most of the online review usefulness studies have examined how the non-verbal features (e.g., review rating) or verbal features (e.g., review sentiment) of online review affect review usefulness. However, the idea that online reviews as data products of online reviewers should meet some quality metrics is not well explored in prior research. To fill this theoretical gap, drawing upon Elaboration Likelihood Model (ELM) and data quality literature, this study examines the effect of argument quality on review usefulness. For this examination, we build and operationalize two variables (i.e., review consistency and review accuracy) as two dimensions of argument quality. We find a positive effect of review accuracy on review usefulness, but, opposite to our hypothesis, we find a negative effect of review consistency on review usefulness. We also find that elite-badge members write more accurate and more consistent reviews compared to non-elite badge members.