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What makes a helpful online review? A meta-analysis of review characteristics

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  • Yani Wang

    (Beihang University)

  • Jun Wang

    (Beihang University)

  • Tang Yao

    (Beihang University
    Beihang University, Ministry of Education)

Abstract

In this study, we aim to clarify the determinants of online review helpfulness concerning review depth, extremity and timeliness. Based on a meta-analysis, we examine the effects of important characteristics of reviews employing 53 empirical studies yielding 191 effect sizes. Findings reveal that review depth has a greater impact on helpfulness than review extremity and timeliness with the exception of its sub-metric of review volume, which exerts the negative influence on review helpfulness. Specifically, readability is the most important factor in evaluating review helpfulness. Furthermore, we discuss important moderators of the relationships and find interesting insights regarding website and culture background. In accordance with the results, we propose several implications for researchers and E-business firms. Our study provides a much needed quantitative synthesis of this burgeoning stream of research.

Suggested Citation

  • Yani Wang & Jun Wang & Tang Yao, 2019. "What makes a helpful online review? A meta-analysis of review characteristics," Electronic Commerce Research, Springer, vol. 19(2), pages 257-284, June.
    • Handle: RePEc:spr:elcore:v:19:y:2019:i:2:d:10.1007_s10660-018-9310-2
    DOI: 10.1007/s10660-018-9310-2
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    Cited by:

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    3. Hailin Zhang & Xina Yuan & Tae Ho Song, 2020. "Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective," Electronic Commerce Research, Springer, vol. 20(3), pages 589-608, September.
    4. Fan Zou & Yupeng Li & Jiahuan Huang, 2022. "Group interaction and evolution of customer reviews based on opinion dynamics towards product redesign," Electronic Commerce Research, Springer, vol. 22(4), pages 1131-1151, December.
    5. Moradi, Masoud & Dass, Mayukh & Kumar, Piyush, 2023. "Differential effects of analytical versus emotional rhetorical style on review helpfulness," Journal of Business Research, Elsevier, vol. 154(C).
    6. Diogo Lima & Ricardo F. Ramos & Pedro Miguel Oliveira, 2024. "Customer satisfaction in the pet food subscription-based online services," Electronic Commerce Research, Springer, vol. 24(2), pages 745-769, June.
    7. Verma, Deepak & Prakash Dewani, Prem & Behl, Abhishek & Pereira, Vijay & Dwivedi, Yogesh & Del Giudice, Manilo, 2023. "A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type," Journal of Business Research, Elsevier, vol. 154(C).
    8. Raoofpanah, Iman & Zamudio, César & Groening, Christopher, 2023. "Review reader segmentation based on the heterogeneous impacts of review and reviewer attributes on review helpfulness: A study involving ZIP code data," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Rongqin Liu & Yun Zhang & Chuan Luo & Shangyu Tan & Yunqu Gong, 2024. "Review content type and hotel review helpfulness: direct and moderating effects," Information Technology and Management, Springer, vol. 25(4), pages 383-406, December.
    10. Rae Yule Kim, 2021. "When does online review matter to consumers? The effect of product quality information cues," Electronic Commerce Research, Springer, vol. 21(4), pages 1011-1030, December.
    11. Meek, Stephanie & Wilk, Violetta & Lambert, Claire, 2021. "A big data exploration of the informational and normative influences on the helpfulness of online restaurant reviews," Journal of Business Research, Elsevier, vol. 125(C), pages 354-367.
    12. Broeder Peter, 2022. "Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences," Review of Marketing Science, De Gruyter, vol. 20(1), pages 21-36, September.
    13. Román, Sergio & Riquelme, Isabel P. & Iacobucci, Dawn, 2024. "Antecedents and consequences of perceived helpfulness of extremely positive and exaggerated reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    14. Kong, Juan & Lou, Chen, 2023. "Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
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    16. Baidyanath Biswas & Pooja Sengupta & Boudhayan Ganguly, 2022. "Your reviews or mine? Exploring the determinants of “perceived helpfulness” of online reviews: a cross-cultural study," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1083-1102, September.

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