Asymmetric effects of online consumer reviews
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http://hdl.handle.net/10045/51995
| Title: | Asymmetric effects of online consumer reviews |
|---|---|
| Authors: | Park, Sangwon | Nicolau, Juan Luis |
| Research Group/s: | Marketing |
| Center, Department or Service: | Universidad de Alicante. Departamento de Marketing |
| Keywords: | Online review | Asymmetrical effects | Heuristics | Count model |
| Knowledge Area: | Comercialización e Investigación de Mercados |
| Issue Date: | Jan-2015 |
| Publisher: | Elsevier |
| Citation: | Annals of Tourism Research. 2015, 50: 67-83. doi:10.1016/j.annals.2014.10.007 |
| Abstract: | Consumers tend to seek heuristic information cues to simplify the amount of information involved in tourist decisions. Accordingly, star ratings in online reviews are a critical heuristic element of the perceived evaluation of online consumer information. The objective of this article is to assess the effect of review ratings on usefulness and enjoyment. The empirical application is carried out on a sample of 5,090 reviews of 45 restaurants in London and New York. The results show that people perceive extreme ratings (positive or negative) as more useful and enjoyable than moderate ratings, giving rise to a U-shaped line, with asymmetric effects: the size of the effect of online reviews depends on whether they are positive or negative. |
| URI: | http://hdl.handle.net/10045/51995 |
| ISSN: | 0160-7383 (Print) | 1873-7722 (Online) |
| DOI: | 10.1016/j.annals.2014.10.007 |
| Language: | eng |
| Type: | info:eu-repo/semantics/article |
| Rights: | © 2014 Elsevier Ltd. |
| Peer Review: | si |
| Publisher version: | http://dx.doi.org/10.1016/j.annals.2014.10.007 |
| Appears in Collections: | INV - MKT - Artículos de Revistas |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
 2015_Park_Nicolau_AnnTourRes_final.pdf | Versión final (acceso restringido) | 599,43 kB | Adobe PDF | Open Request a copy |
 2015_Park_Nicolau_AnnTourRes_preprint.pdf | Preprint (acceso abierto) | 315,27 kB | Adobe PDF | Open Preview |
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