The impact of text valence, star rating and rated usefulness in online reviews
International Journal of AdvertisingPublished 17 January 2018Open access
Patrick De Pelsmacker, Nathalie Dens, Alona Kolomiiets
Citations55
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TL;DR
The influence of review text valence on evaluative responses is stronger for more highly involved people and for people who are more susceptible to interpersonal influence.
Abstract
The influence of text valence, star rating and rated usefulness of online reviews on review readers' impression of the review and their positive word-of-mouth intention is tested in an experimental study (n = 431). In addition, we investigate the moderating role of review readers' product category involvement and susceptibility to interpersonal influence on the effect of the three review components. The influence of review text valence on evaluative responses is stronger for more highly involved people and for people who are more susceptible to interpersonal influence. The influence of rated review usefulness on review impression is marginally stronger for people who are more susceptible to interpersonal influence. Star ratings do not influence evaluative responses, and their effect is not moderated by either involvement or susceptibility.
Keywords
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