Examination of the Online Reviews' Perceived Helpfulness: The Review's Possibility of Being Helpful and the Number of Helpful Votes Taken

Yetkin Ozbuk M., YARAŞ E., Sen A.

ISTANBUL UNIVERSITY JOURNAL OF THE SCHOOL OF BUSINESS, cilt.46, sa.2, ss.179-187, 2017 (Hakemli Dergi) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 46 Sayı: 2
  • Basım Tarihi: 2017
  • Doi Numarası: 10.5152/iujsb.2017.003
  • Dergi Adı: ISTANBUL UNIVERSITY JOURNAL OF THE SCHOOL OF BUSINESS
  • Sayfa Sayıları: ss.179-187
  • Anahtar Kelimeler: Online Review, Perceived Helpfulness, Hurdle Regression, Electronic Word of Mouth Communication, Service Marketing, WORD-OF-MOUTH, NEGATIVITY BIAS, PURCHASE INTENTIONS, PERCEPTIONS, CONSUMERS, RECOMMENDATIONS, SEARCH, IMPACT, EWOM
  • Akdeniz Üniversitesi Adresli: Evet

Özet

In this study, the variables effective on the online review's possibility of being helpful and the number of helpful votes that a review taken were examined. For this purpose, the effects of online review's valence, length, the period that a review has been published on the website, and the expertise of a reviewer on the online review's possibility of being helpful and the number of helpful votes that a review has taken were investigated. Hurdle regression was applied for 59,163 online reviews written to evaluate the Istanbul's hotels and posted on Booking.com website. According to the results of the analysis, while negative, long, recent online reviews and online reviews written by expert reviewers have higher possibility of being helpful; positive, old reviews and the reviews written by nonexpert reviewers have higher number of helpful votes. As a result of this research, the review's and reviewer's credibility are also found to be as effective determinants of the number of helpful votes that a review has taken.