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Analyzing the quality of online product reviews and their antecedents

Author

Listed:
  • Yin Xu

    (Central University of Finance and Economics [Beijing])

  • Sam Dzever

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

Abstract

Consumers rely heavily on online product reviews to make their purchase decisions, yet online reviews are often brief and empty with limited help. This paper puts forward the key concept of online product review quality and the two dimensions necessary for its operation - i.e. length and concreteness. We investigate two antecedents, product type and monetary incentives, and examine their effects on online review quality through empirical research. We collect 850 real online product reviews from China's biggest e-commerce website TAOBAO.COM and examine our hypothesis. We find that compared with utilitarian products, consumers create longer and more concrete online reviews for hedonic products. Moreover, monetary incentives have a positive effect on the length of online reviews but no effect on the concreteness of the reviews. Furthermore, product type moderates the relationship between monetary incentives and online review quality.

Suggested Citation

  • Yin Xu & Sam Dzever, 2022. "Analyzing the quality of online product reviews and their antecedents," Post-Print hal-03854363, HAL.
    • Handle: RePEc:hal:journl:hal-03854363
    DOI: 10.1002/9781394186037.ch6
    as

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