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 Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 126-139 |
| Journal / Publication | Journal of Research in Interactive Marketing |
| Volume | 17 |
| Issue number | 1 |
| Online published | 23 Feb 2022 |
| Publication status | Published - 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.
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 Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review
