Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information

In online environments, where consumers usually face information overload, information regarding the number of helpful votes received by online reviews serves as a trust sign to aid consumers in their purchasing journeys. As consumers can only vote for a review as helpful if they have viewed it, the...

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Detalles Bibliográficos
Autores: Alzate Barricarte, Miriam, Arce Urriza, Marta, Cebollada Calvo, Javier
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2024
País:España
Institución:Universidad Pública de Navarra
Repositorio:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/48016
Acceso en línea:https://hdl.handle.net/2454/48016
Access Level:acceso abierto
Palabra clave:eWOM
Online reviews
Review helpfulness
Review order
Review visibility
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spelling Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of informationAlzate Barricarte, MiriamArce Urriza, MartaCebollada Calvo, JaviereWOMOnline reviewsReview helpfulnessReview orderReview visibilityIn online environments, where consumers usually face information overload, information regarding the number of helpful votes received by online reviews serves as a trust sign to aid consumers in their purchasing journeys. As consumers can only vote for a review as helpful if they have viewed it, the position of the review in the sequence of reviews is likely to influence the number of helpful votes that the review receives. We propose a model in which review helpfulness depends not only on the characteristics of the review and reviewer, but also on its visibility. Review visibility is defined in this study as the probability of a review being viewed by a consumer, and is measured by the inverse rank order of the review in the sequence of reviews at the online retailer when consumers sort reviews according to different criteria (most helpful and most recent). Using a database of 59,526 online reviews from a popular cosmetics online store in the US, we estimate a zero-inflated negative binomial (ZINB) regression and find evidence that review visibility has a strong impact in explaining the likelihood of a review being read by consumers and subsequently voted as helpful by consumers. This effect is even stronger when sorting is most helpful.This work was supported by the Spanish Ministry of Science and Innovation [grant number: PID2019-108554RB-I00].ElsevierGestión de EmpresasEnpresen KudeaketaInstitute for Advanced Research in Business and Economics - INARBE2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttps://hdl.handle.net/2454/48016reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglésinfo:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00© 2024 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/480162026-06-17T12:41:47Z
dc.title.none.fl_str_mv Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
title Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
spellingShingle Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
Alzate Barricarte, Miriam
eWOM
Online reviews
Review helpfulness
Review order
Review visibility
title_short Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
title_full Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
title_fullStr Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
title_full_unstemmed Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
title_sort Is review visibility fostering helpful votes? The role of review rank and review characteristics in the adoption of information
dc.creator.none.fl_str_mv Alzate Barricarte, Miriam
Arce Urriza, Marta
Cebollada Calvo, Javier
author Alzate Barricarte, Miriam
author_facet Alzate Barricarte, Miriam
Arce Urriza, Marta
Cebollada Calvo, Javier
author_role author
author2 Arce Urriza, Marta
Cebollada Calvo, Javier
author2_role author
author
dc.contributor.none.fl_str_mv Gestión de Empresas
Enpresen Kudeaketa
Institute for Advanced Research in Business and Economics - INARBE
dc.subject.none.fl_str_mv eWOM
Online reviews
Review helpfulness
Review order
Review visibility
topic eWOM
Online reviews
Review helpfulness
Review order
Review visibility
description In online environments, where consumers usually face information overload, information regarding the number of helpful votes received by online reviews serves as a trust sign to aid consumers in their purchasing journeys. As consumers can only vote for a review as helpful if they have viewed it, the position of the review in the sequence of reviews is likely to influence the number of helpful votes that the review receives. We propose a model in which review helpfulness depends not only on the characteristics of the review and reviewer, but also on its visibility. Review visibility is defined in this study as the probability of a review being viewed by a consumer, and is measured by the inverse rank order of the review in the sequence of reviews at the online retailer when consumers sort reviews according to different criteria (most helpful and most recent). Using a database of 59,526 online reviews from a popular cosmetics online store in the US, we estimate a zero-inflated negative binomial (ZINB) regression and find evidence that review visibility has a strong impact in explaining the likelihood of a review being read by consumers and subsequently voted as helpful by consumers. This effect is even stronger when sorting is most helpful.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/48016
url https://hdl.handle.net/2454/48016
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00
dc.rights.none.fl_str_mv © 2024 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0.
https://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © 2024 Elsevier Ltd. This manuscript version is made available under the CC-BY-NC-ND 4.0.
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
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