Do Hedonic or Utilitarian Types of Online Product Reviews Make Reviews More Helpful?
نویسندگان
چکیده
Online sales can be influenced significantly by customer reviews, and thus there are several studies on what makes an online review helpful to consumers. However, none of those researches address the helpfulness in context hedonic utilitarian types. This study examines how product type (hedonic utilitarian) moderates relationship between level (hedonicity utilitarianity) helpfulness. To test moderating effects, data for perfume bar soap was collected from Amazon.com analyzed using a text-mining tool (QDA Miner) structural equation modeling software (AMOS 22.0). The results this indicate that impact when incongruent. Further, show number sentences affects is utilitarian.
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ژورنال
عنوان ژورنال: Journal of Global Information Management
سال: 2021
ISSN: ['1533-7995', '1062-7375']
DOI: https://doi.org/10.4018/jgim.20211101.oa52