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How does topic consistency affect online review helpfulness? The role of review emotional intensity

Author

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  • Chuanmei Zhou

    (Zhejiang University of Finance and Economics)

  • Shuiqing Yang

    (Zhejiang University of Finance and Economics)

  • Yuangao Chen

    (Zhejiang University of Finance and Economics)

  • Shasha Zhou

    (Zhejiang University of Finance and Economics)

  • Yixiao Li

    (Zhejiang University of Finance and Economics)

  • Atika Qazi

    (Universiti Brunei Darussalam)

Abstract

Despite many scholars have devoted to understanding the effects of manager response on review helpfulness, the mechanism of how the topic consistency between manager responses and corresponding reviews affect review helpfulness remains unclear, especially in different conditions of review emotional intensity. Based on the uncertainty reduction theory, a research model reflected the impacts of topic consistency on review helpfulness in different conditions of review emotional intensity was developed. The research model was tested by using a negative binomial regression method with 31,523 reviews collected from TripAdvisor. The results showed that topic consistency between manager responses and corresponding reviews positively affect review helpfulness. In addition, such positive impacts will be enhanced when the reviews’ positive emotional intensity is high, while these impacts will be weakened when the reviews’ negative emotional intensity is high. In terms of the negative discrete emotions, anxiety has a negative moderating effect on the relationship between topic consistency and review helpfulness.

Suggested Citation

  • Chuanmei Zhou & Shuiqing Yang & Yuangao Chen & Shasha Zhou & Yixiao Li & Atika Qazi, 2023. "How does topic consistency affect online review helpfulness? The role of review emotional intensity," Electronic Commerce Research, Springer, vol. 23(4), pages 2943-2978, December.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:4:d:10.1007_s10660-022-09597-x
    DOI: 10.1007/s10660-022-09597-x
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