RT Journal Article
T1 Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews
A1 Kong, Juan
AB The 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.
PB Elsevier
SN 0969-6989
YR 2023
FD 2023-04-24
LK https://hdl.handle.net/20.500.14352/103260
UL https://hdl.handle.net/20.500.14352/103260
LA eng
NO Juan 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)
NO 2023 Acuerdos transformativos CRUE
DS Docta Complutense
RD 20 abr 2025