The Features and Effectiveness of Chinese Language Online Recommendations

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

2 Scopus Citations
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Author(s)

  • Raine Ng
  • Gerard P. Prendergast
  • Ludwig M. K. Chang

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)371–385
Number of pages15
Journal / PublicationJournal of International Consumer Marketing
Volume33
Issue number4
Online published17 Dec 2020
Publication statusPublished - 2021

Abstract

The impact of various message features in persuasive online word-of-mouth (eWOM) written in Chinese was investigated through a content analysis and laboratory experiment. A content analysis of 3,263 real online reviews of Hong Kong restaurants in Chinese was used to define typical features of online reviews. Based on those features, mock reviews were presented to 175 participants and their responses in terms of attitude and purchase intention were analyzed. Strongly argued negative reviews were found to be the most persuasive, and weakly supported positive reviews were the least persuasive. We invoke negativity effect, the elaboration likelihood model, and the theory of planned behavior to explain these findings.

Research Area(s)

  • Chinese, eWOM, online comments, OpenRice, restaurant reviews, word-of-mouth

Citation Format(s)

The Features and Effectiveness of Chinese Language Online Recommendations. / Ng, Raine; Prendergast, Gerard P.; Chang, Ludwig M. K.
In: Journal of International Consumer Marketing, Vol. 33, No. 4, 2021, p. 371–385.

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review