Online reviews have become a vital source of information for consumers when making purchasing decisions. Despite numerous research on online review helpfulness, the impact of content dissimilarity between product descriptions and online reviews remains largely unexplored. This research studies the effect of content dissimilarity on review helpfulness, as well as the moderating effects of product price, product description length, and review number on this relationship. The empirical analysis of a dataset consisting of 1,709,367 product reviews confirms the positive relationship between content dissimilarity and review helpfulness, and the moderating roles of product price, description length and review number. Our findings provide valuable insights for businesses and platforms seeking to improve the quality of product descriptions and online reviews by analyzing online review helpfulness from the perspective of content dissimilarity.
Wang, Shan; Shubhashis, Karmakar,; and Wang, Fang, "The Effect of Content Dissimilarity on Review Helpfulness" (2023). PACIS 2023 Proceedings. 207.
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