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Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews

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dc.contributor.authorKong, Juan
dc.date.accessioned2024-04-19T13:52:56Z
dc.date.available2024-04-19T13:52:56Z
dc.date.issued2023-04-24
dc.description2023 Acuerdos transformativos CRUE
dc.description.abstractThe perceived helpfulness of online product reviews plays a critical role in consumers’ decisions in e-commerce. In this context, based on the literature on information processing and cultural effects, this study explored the role of review features in the perceived helpfulness of online movie reviews. A cross-cultural investigation (i.e., China cf. the United States (US)) was employed to identify high-vs. low-context cultural orientation and uncertain avoidance orientation as moderators. The results reveal that review length, timeliness, title sentiment, and emotional expressions are significant predictors of helpfulness for consumer reviews in China and the US. In addition, cultural differences between the two countries, that is, high-vs. low-context culture and uncertainty avoidance, moderated the relationships between review length, timeliness, title sentiments, and review helpfulness.
dc.description.departmentDepto. de Periodismo y Comunicación Global
dc.description.facultyFac. de Ciencias de la Información
dc.description.fundingtypeAPC financiada por la UCM
dc.description.refereedTRUE
dc.description.statuspub
dc.identifier.citationJuan Kong, Chen Lou (2023) Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews, Journal of Retailing and Consumer Services, Volume 73,103374, ISSN 0969-6989, https://doi.org/10.1016/j.jretconser.2023.103374. (https://www.sciencedirect.com/science/article/pii/S0969698923001212)
dc.identifier.doi10.1016/j.jretconser.2023.103374
dc.identifier.essn1873-1384
dc.identifier.issn0969-6989
dc.identifier.officialurlhttps://doi.org/10.1016/j.jretconser.2023.103374
dc.identifier.relatedurlhttps://www.sciencedirect.com/science/article/pii/S0969698923001212
dc.identifier.urihttps://hdl.handle.net/20.500.14352/103260
dc.journal.titleJournal of Retailing and Consumer Services
dc.language.isoeng
dc.page.final11
dc.page.initial1
dc.publisherElsevier
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.cdu366
dc.subject.cdu659.1
dc.subject.cdu339:077
dc.subject.cdu070
dc.subject.keywordCultural orientation
dc.subject.keywordHigh-low context culture
dc.subject.keywordUncertainty avoidance
dc.subject.keywordSentiment analysis
dc.subject.keywordElectronic word-of-mouth
dc.subject.ucmPublicidad
dc.subject.ucmComercio
dc.subject.ucmPeriodismo
dc.subject.unesco5304.01 Consumo, Ahorro, Inversión
dc.subject.unesco5311.01 Publicidad
dc.subject.unesco5312.11 Comercio
dc.titleDo cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews
dc.typejournal article
dc.type.hasVersionVoR
dc.volume.number73
dspace.entity.typePublication

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