Understanding the Association between Star Ratings and Review Helpfulness: The Perspectives of Expectation Confirmation Theory and Negativity Bias
Files
Date
2023-01-03
Authors
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
3942
Ending Page
Alternative Title
Abstract
Consisting of textual, multimedia, and numerical information elements, online consumer reviews (OCR) have been considered an essential information source of products for prospective consumers. Researchers have made significant efforts to comprehend how these information elements are associated with OCRs’ information value or helpfulness. However, there is a paucity of theoretical evidence on consumers’ perception and evaluation of star ratings and their information, even though star ratings as numerical information cues can imply multiple meanings. In this study, we leverage (1) expectation-confirmation theory to delineate star ratings as the extent of consumer satisfaction and (2) negativity bias to explain the relationship between star ratings and helpfulness. Using 45,621 reviews of 20 products across three categories, we empirically find that our theoretical approaches improve our understanding of the effect of star ratings on helpfulness. Therefore, this study contributes to the extant literature on OCRs by providing the theory-based evaluation of star ratings in relation to helpfulness.
Description
Keywords
Firm-Generated, User-Generated and Machine Generated Content in the Digital Economy: Analytics, Prediction, Recommendation, and Impact, expectation-confirmation theory, negativity bias, online consumer reviews, star rating
Citation
Extent
10
Format
Geographic Location
Time Period
Related To
Proceedings of the 56th Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.