The Impact of Product Review Usefulness on the Digital Market Consumers Distribution

• 영문명: The Impact of Product Review Usefulness on the Digital Market Consumers Distribution
• 발행기관: 한국유통과학회
• 저자명: Seung-Yong LEE Seung-wha (Andy) CHUNG Sun-Ju PARK
• 간행물 정보: 『유통과학연구(JDS)』제22권 제3호, 113~124쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: This study is a quantitative study and analyzes the effect of evaluating the extreme and usefulness of product reviews on sales performance by using text mining techniques based on product review big data. We investigate whether the perceived helpfulness of product reviews serves as a mediating factor in the impact of product review extremity on sales performance. Research design, data and methodology: The analysis emphasizes customer interaction factors associated with both product review helpfulness and sales performance. Out of the 8.26 million Amazon product reviews in the book category collected by He & McAuley (2016), text mining using natural language processing methodology was performed on 300,000 product reviews, and the hypothesis was verified through hierarchical regression analysis. Results: The extremity of product reviews exhibited a negative impact on the evaluation of helpfulness. And the helpfulness played a mediating role between the extremity of product reviews and sales performance. Conclusion: Increased inclusion of extreme content in the product review's text correlates with a diminished evaluation of helpfulness. The evaluation of helpfulness exerts a negative mediating effect on sales performance. This study offers empirical insights for digital market distributors and sellers, contributing to the research field related to product reviews based on review ratings.

목차

1. Introduction

2. Theoretical Background

3. Research Methods and Data

4. Results

5. Conclusions

References

키워드

Review Helpfulness Digital Market Consumer Distribution Big Data Text Mining Natural Language Processing