The power of numbers : an examination of the relationship between numerical cues in online review comments and perceived review helpfulness

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

13 Scopus Citations
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Author(s)

  • Hongliu Li
  • Xingyuan Wang
  • Shuyang Wang
  • Wenkai Zhou
  • Zhilin Yang

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)126-139
Journal / PublicationJournal of Research in Interactive Marketing
Volume17
Issue number1
Online published23 Feb 2022
Publication statusPublished - 25 Jan 2023

Link(s)

Abstract

Purpose - The purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the underlying psychological mechanisms. 
Design/methodology/approach - An experimental design approach was employed to investigate the proposed research questions. Two experiments were conducted to test the hypotheses. Mplus 7 and Stata 14.0 were used for data analysis. 
Findings - Empirical findings support the positive correlation between the presence of NC in online review comments and perceived review helpfulness across different product categories. This relationship is mediated by two psychological responses of consumers: cognitive elaboration and credibility perception. 
Research limitations/implications - This research adds to the existing literature by focusing on the value of NC in online review comments and how they can enhance perceived review helpfulness. Some practical implications are also addressed. For example, marketers can encourage consumers to post reviews that contain quantitative information to facilitate their target markets' comprehension of a product or brand. 
Originality/value - Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions. In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness.

Research Area(s)

  • Cognitive elaboration, Credibility perception, Numerical cues, Online review comments, Perceived review helpfulness

Citation Format(s)

The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness. / Li, Hongliu; Wang, Xingyuan; Wang, Shuyang et al.
In: Journal of Research in Interactive Marketing, Vol. 17, No. 1, 25.01.2023, p. 126-139.

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

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