Moderating Effects of Rating on Text and Helpfulness in Online Hotel Reviews: An Analytical Approach

Seunghun Shin, Qianzhou Du, Yufeng Ma, Weiguo Fan, Zheng Xiang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)

Abstract

An online review is composed of various information components (e.g.,
reviewer profile, review rating, and text), which may have impacts on its
user simultaneously. However, while there is a growing interest in
understanding the information value of online reviews, the potential
interaction effects between different review components have rarely
been examined. This study aims to explore the interaction effects on
individual perception between review rating and review text in the
online hotel review context. We conducted an analytical exercise using
actual hotel reviews collected from three major review websites to
understand the interaction effects that took place in real, potentially
complex settings. Findings showed that review rating and review text
interact with each other, and individual perception of hotel reviews
varies with the interactions. Finally, we discuss the implications for the
holistic perception of online reviews and interactive roles of review
components as well as limitations and future research directions.
Original languageEnglish
Pages (from-to)1-19
Number of pages19
JournalJournal of Hospitality Marketing and Management
Volume30
Issue number2
DOIs
Publication statusPublished - 2020
Externally publishedYes

Keywords

  • Online hotel reviews
  • eWOM
  • interaction effects
  • review rating
  • review text
  • social media analytics

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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