Earticle

초록

영어

Online reviews not only shape consumers' perceptions of products but also directly impact their ultimate purchasing behaviors. The textual content provides detailed descriptions and personal experiences with product usage. Although previous research has suggested a non-linear relationship between text length and review helpfulness and proposed an inverted U-shaped relationship between the two, these relationships lack comprehensive empirical validation. Therefore, to delve deeper into the relationship between text length and review helpfulness and to examine the moderating effects of visual elements, this paper conducts empirical analysis using online reviews from e-commerce platforms. Through rigorous analysis, we aim to validate the inverted U-shaped relationship between text length and review helpfulness and explore the moderating effects of images and videos on this relationship. The findings of our study are expected to contribute to the existing literature on online reviews and offer insights for enhancing the review strategies of e-commerce platforms.

목차

Introduction
Theoretical Background
Review Helpfulness
Cognitive Load
Research Hypotheses
Research Methodology
Data
Measures
Empirical Results
Conclusion and Implications
Theoretical Implications
Practical Implications
Limitations and Future Research
References

저자

• 야오즈옌 [ 부산대학교 BK21디지털금융 교육연구단 ]
• 김종원 [ 동의대학교 경영정보학과 ]
• 홍태호 [ 부산대학교 경영학과 ]

참고문헌