PROJECT TITLE :

Product Review Users' Perceptions of Review Quality: The Role of Credibility, Informativeness, and Readability

ABSTRACT:

Analysis problem: Gauging the standard of product reviews through helpfulness votes is problematic for a selection of reasons. We tend to examine potential characteristics of review quality that span review credibility, informativeness, and readability to contribute to higher ways that of assessing review quality. Research question: Do specific review characteristics improve reviewer users' perceptions of review quality? Literature review: Studies from info systems, electronic marketing and commerce, and technical and professional communication suggest that characteristics of reviews fall into three areas, each with specific characteristics of quality. Findings from these studies suggest the eleven characteristics of review quality within those 3 areas as potential contributors to review quality. The first space is credibility, a construct consisting (in part) of expertise; we tested these potential specific characteristics of credibility: an assertion of a relevant role, of use of a previous model, of alternative merchandise in the complete, of an analogous product, of having conducted analysis on the merchandise, and of having tested the product. The second area is informativeness, which is a review's diagnosticity. We have a tendency to tested these potential specific characteristics: a general recommendation, a specific recommendation, an announcement regarding the merchandise's price, and a press release about the extent to which the merchandise met expectations. The third space is readability, that is (in part) comfort of reading, and has this specific characteristic: the utilization of headings. Methodology: We conducted a quantitative study using a survey distributed though SurveyMonkey Audience, a service that samples from a pool of thirty million respondents. Using management and experimental versions of eleven product reviews, we have a tendency to gauged participants' perceptions of review quality on a 5-purpose scale. We have a tendency to sought for important variations in participants' perceptions of quality using Pearson's chi square. Results and conclusions: We have a tendency to re- eived 829 responses to incorporate in the analysis. We have a tendency to found the following significant at the p > zero.05 level: a press release regarding reviewer's prior expertise with an analogous product (credibility). We found the following vital at the p > zero.01 level: A statement concerning researching the merchandise, for example, online research (credibility), a general recommendation regarding the product (informativeness), and formatting with headings (readability). We tend to found the subsequent vital at the p > zero.001 level: a press release concerning the extent to which the merchandise met expectations (informativeness) and a particular recommendation about the merchandise (informativeness). Using these results, corporations can higher locate quality reviews; reviewers will increase the quality and, so, salience of their reviews; and Communication specialists will help reviewers write and revise reviews for improved quality. Future research on review quality may investigate alternative potential characteristics of credibility, informativeness, and readability.


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