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Understanding the influence of submission devices on online consumer reviews:A comparison between smartphones and PCs

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  • Zhu, Dong Hong
  • Deng, Zhong Zhun
  • Chang, Ya Ping

Abstract

Online consumer reviews (OCRs) are of immense value to businesses and consumers. With the rapid development of mobile Internet, smartphones have become an important device for consumers to publish OCRs. Information input is more difficult on smartphones than on PCs because of the screen size, the convenience of using keyboard and the interference of use situation. Based on cognitive cost theory, this study compares the differences of the statistical characteristics of OCRs (study 1) and the narrative content of OCRs (study 2) submitted via smartphones and PCs about material purchases in B2C websites. In study 1, an analysis of 24,933 OCRs across six products shows that OCRs submitted via smartphones have fewer words, more images, higher star rating, and shorter time interval than via PCs. In study 2, by coding and analyzing 1001 OCRs, the results show that OCRs submitted via smartphones are less likely to mention price, product functionality, product quality, product aesthetics, service quality, logistics quality, and attitudinal loyalty than via PCs, whereas no significant difference is observed in the dimensions of seller trustworthiness, cognitive attitude, emotional attitude, and recommendation expression. Implications for theory and practice are discussed.

Suggested Citation

  • Zhu, Dong Hong & Deng, Zhong Zhun & Chang, Ya Ping, 2020. "Understanding the influence of submission devices on online consumer reviews:A comparison between smartphones and PCs," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919306666
    DOI: 10.1016/j.jretconser.2019.102028
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    Cited by:

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    3. Mariani, Marcello M. & Borghi, Matteo & Laker, Benjamin, 2023. "Do submission devices influence online review ratings differently across different types of platforms? A big data analysis," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    4. Yongchao Ma & Ying Teng & Zhongzhun Deng & Li Liu & Yi Zhang, 2023. "Does writing style affect gender differences in the research performance of articles?: An empirical study of BERT-based textual sentiment analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 128(4), pages 2105-2143, April.

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