Moderating effects of rating on text and helpfulness in online hotel reviews: an analytical approach

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.

一个在线评论是由各种信息组成的(例如，评论者的个人资料，评论等级和文本)，这些信息可能会同时对其用户产生影响. 然而，虽然人们对理解在线评论的信息价值越来越感兴趣，但不同评论组成部分之间的潜在交互影响却很少被研究. 本研究旨在探讨在线酒店评论语境中评论评级与评论文本之间的交互作用对个体感知的影响. 我们利用从三个主要的评论网站收集的真实的酒店评论进行了分析，以了解在真实的、潜在的复杂环境中发生的交互作用. 研究结果显示，评论评价和评论文本是相互作用的，个体对酒店评论的感知也会随着互动而变化. 最后，我们讨论了网上评论整体认知的影响，评论成分的互动作用，局限性和未来的研究方向.

KEYWORDS:

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