The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on the Effect of Reviewer's Attributes on the Usefulness of Online Review

리뷰어의 속성이 온라인 리뷰 유용성에 미치는 영향에 관한 연구

  • Received : 2019.12.03
  • Accepted : 2020.06.16
  • Published : 2020.06.30
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Abstract

Purpose The purpose of this study is to verify the effect of reviewer's attributes on review usefulness while exploring the variables that can moderate the relationship between reviewer's attributes and review usefulness through empirical analysis. Design/methodology/approach To understand the impact of online reviewer profiles on review usefulness and how these impacts change, this study collected more than 30,000 online reviews of restaurants through TripAdvisor.com, that is a representative OTA shares tourism information. We analyze the moderating effects of four variables such as review length, review equivocality, review uncertainty, and review readability. Findings According to the empirical analysis result, this study reveals that the reviewer's profile attribute can significantly improve the review usefulness of the reviewer, and confirmed the moderating effect of the review's attribute(Review length, Equivocality, Uncertainty, Readability).

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References

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