The impact of text valence, star rating and rated usefulness in online reviews

ABSTRACT

The influence of text valence, star rating and rated usefulness of online reviews on review readers’ impression of the review and their positive word-of-mouth intention is tested in an experimental study (n = 431). In addition, we investigate the moderating role of review readers’ product category involvement and susceptibility to interpersonal influence on the effect of the three review components. The influence of review text valence on evaluative responses is stronger for more highly involved people and for people who are more susceptible to interpersonal influence. The influence of rated review usefulness on review impression is marginally stronger for people who are more susceptible to interpersonal influence. Star ratings do not influence evaluative responses, and their effect is not moderated by either involvement or susceptibility.

KEYWORDS:

• Online reviews
• review valence
• review usefulness
• review impression
• word-of-mouth intention

Acknowledgments

This work was supported by the Research Foundation Flanders (FWO Vlaanderen).

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

Fonds Wetenschappelijk Onderzoek [grant number 2012323].

Notes on contributors

Patrick De Pelsmacker

Patrick De Pelsmacker is a professor of marketing at the Faculty of Applied Economics of the University of Antwerp (Belgium). His research focuses upon advertising effectiveness, online consumer behaviour, ethical consumer behaviour, and social marketing.

Nathalie Dens

Nathalie Dens is a professor of marketing at the Faculty of Applied Economics of the University of Antwerp (Belgium). Her research focuses on advertising effectiveness, online consumer behaviour, and co-creation.

Alona Kolomiiets

Alona Kolomiiets is a former marketing PhD student at the Faculty of Applied Economics of the University of Antwerp (Belgium). She currently works as a researcher at the Department of Accountancy and Taxation, Department of accountancy and taxation, KULeuven (Belgium).