Earticle

초록

영어

Online reviews, as a notable form of electronic word-of-mouth (eWOM), have demonstrated a significant association with a broad range of consumers, particularly in shaping their impressions of products or services and influencing their purchasing intentions. Both review ratings and sentiment reflect the reviewer’s satisfaction and attitude after using a product or service. Additionally, reviewers with greater relevant experience are often able to provide more insightful evaluations. Based on this, our study analyzes the relationship between review ratings and textual sentiment and their link to review helpfulness, using movie reviews collected from IMDb.com, while also considering the moderating role of the reviewer’s relevant experience. Our findings indicate that extreme ratings are more strongly related to review helpfulness. Moreover, regardless of the sentiment expressed in the review title and text, reviews with more negative sentiment are generally perceived as more helpful. Reviewer experience, especially when relevant to the movie genre being reviewed, amplifies the connection between rating, title sentiment, and text sentiment and review helpfulness. This study confirms the relationship between three key factors and review helpfulness, further clarifying the moderating role of reviewer relevant experience. These results contribute to eWOM research and enrich the literature on review helpfulness.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Backgrounds
2.1. Online Review Helpfulness
2.2. Determinants of Helpfulness in Reviews
2.3. The Influence of Reviewer Characteristics
Ⅲ. Research Model and Hypotheses
3.1. Research Model
3.2. Hypotheses
Ⅳ. Data and Methods
4.1. Data
4.2. Operational Definition
Ⅴ. Empirical Results
5.1. The Principal Results
5.2. Validating the Robustness of Results
Ⅵ. Discussion and Conclusion
6.1. Contributions to Theory
6.2. Implications for Practice
6.3. Limitations and Future Research

저자

• Ziyan Yao [ Assistant Professor, Shandong Technology and Business University, China ]
• Eunmi Kim [ Research Professor, Institute of Management Research, Pusan National University, Korea ] Corresponding Author
• Taeho Hong [ Professor, College of Business, Pusan National University, Korea ]

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