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What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics

Author

Listed:
  • R. Filieri

    (Audencia Business School)

  • Elisabetta Raguseo
  • Claudio Vitari

Abstract

Online customer reviews are increasingly used by travelers to inform their purchase decisions. However, the vast amount of reviews available nowadays may increase travellers' effort in information processing. In order to facilitate traveller's decisions, social commerce organizations must help travellers rapidly identify the most helpful reviews to reduce their cognitive effort. Academic literature has often documented that negative reviews are judged as helpful by consumers. However, extremely negative reviews are not always perceived as such. This study is the first that unveils what factors moderate the influence of extremely negative reviews on review helpfulness. The study has adopted a sample of 7455 online customer reviews of hotels to test hypotheses. Findings show that reviews with extremely negative ratings are more likely to be helpful when the review is long and easy to read and when the reviewer is an expert or discloses his identity (i.e. geographical origin).

Suggested Citation

  • R. Filieri & Elisabetta Raguseo & Claudio Vitari, 2019. "What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics," Post-Print hal-04779104, HAL.
    • Handle: RePEc:hal:journl:hal-04779104
    DOI: https://doi.org/10.1016/j.ijhm.2018.07.013
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    Cited by:

    1. Jakub Kubiczek & Bartłomiej Hadasik & Dominika Krawczyńska & Kornelia Przedworska & Erika Zsuzsanna Madarász & Aleksandra Ryczko, 2024. "Perspective of Created Value in Consumer Choice: Comparison of Economic and Ecological Dimensions," SAGE Open, , vol. 14(1), pages 21582440241, March.
    2. Zhang, Ruonan & Yu, Zhaoyang & Yao, Weiran, 2024. "Navigating the complexities of online opinion formation: An insight into consumer cognitive heuristics," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Raffaele Filieri & Elisabetta Raguseo & Francesco Galati, 2023. "Negative signals on Peer-to-Peer platforms: The impact of cancellations on host performance across different property types," Post-Print hal-04779130, HAL.

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