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Uncovering the effects of textual features on trustworthiness of online consumer reviews: A computational-experimental approach

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  • Huang, Guanxiong
  • Liang, Hai

Abstract

Online consumer reviews are word-of-mouth exchanges on the Internet that can be harnessed for decision support. Combining computational and experimental methods, the current two-part research uncovered the effects of textual features on trustworthiness of consumer reviews on TripAdvisor. Taking a bottom-up approach, Study 1 employed text mining and human rating methods to explore the salient review topics that impact review trustworthiness. Study 2 took a top-down approach by examining the textual features that drive the effects of review topics identified in Study 1 and testing them across two product categories—hotel and restaurant—in an online experiment. The findings indicate that review trustworthiness has a moderating effect on review adoption in that highly trustworthy reviews are more likely to be adopted by consumers to aid in their judgement formation. This research also explicated the role of three textual features—namely, attribute salience, review valence, and content concreteness—in review trustworthiness.

Suggested Citation

  • Huang, Guanxiong & Liang, Hai, 2021. "Uncovering the effects of textual features on trustworthiness of online consumer reviews: A computational-experimental approach," Journal of Business Research, Elsevier, vol. 126(C), pages 1-11.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:1-11
    DOI: 10.1016/j.jbusres.2020.12.052
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    Citations

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    Cited by:

    1. Moradi, Masoud & Dass, Mayukh & Kumar, Piyush, 2023. "Differential effects of analytical versus emotional rhetorical style on review helpfulness," Journal of Business Research, Elsevier, vol. 154(C).
    2. Wen Zhang & Qiang Wang & Jian Li & Zhenzhong Ma & Gokul Bhandari & Rui Peng, 2023. "What makes deceptive online reviews? A linguistic analysis perspective," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    3. Feiyan Zhou & Shuyue Huang & Maria Matthews, 2024. "Understanding Solo Female Travellers in Canada: A Two-Factor Analysis of Hotel Satisfaction and Dissatisfaction Using TripAdvisor Reviews," Tourism and Hospitality, MDPI, vol. 5(1), pages 1-20, March.
    4. Le, Loc Tuan & Ly, Pham Thi Minh & Nguyen, Nhan Thanh & Tran, Lobel Trong Thuy, 2022. "Online reviews as a pacifying decision-making assistant," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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