Unraveling the interplay of review depth, review breadth, and review language style on review usefulness and review adoption

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

To examine whether long reviews are uniformly more useful to readers, this study utilizes the experimental design approach to investigate the interplay of review depth, review breadth, and review language style on readers’ perceived usefulness and adoption intention of online hotel reviews. Drawing on the results from two experiments, review depth is proven to exert a positive impact on readers’ review usefulness and adoption intention. The moderating role of review breadth is verified, and the positive effect of review depth on review usefulness is attenuated (accentuated) when review breadth is high (low). The moderating role of review language style is also confirmed, and the result shows longer reviews written in literal language are considered more useful to readers than those written in figurative language. Being one of the first studies examining the interplay of review content and review style on review usefulness, this study provides important theoretical and practical contributions.
Original languageEnglish
Article number102989
Number of pages12
JournalInternational Journal of Hospitality Management
Volume97
DOIs
Publication statusPublished - 1 Aug 2021

Keywords

  • Online reviews
  • Review breadth
  • Review depth
  • Review helpfulness
  • Review language style
  • Review usefulness

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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