{"title":"The impact of high arousal and displeasure on online review helpfulness: Exploring the moderating role of product involvement","authors":"Seongjun Yun , Soyoung Jun , Jong Woo Kim","doi":"10.1016/j.elerap.2024.101436","DOIUrl":null,"url":null,"abstract":"<div><p>Online reviews help consumers make purchasing decisions on e-commerce platforms by addressing uncertainties in online shopping. In the context of information overload, the value of review helpfulness has become increasingly evident. This study aims to explore the effects of discrete emotions on helpfulness by categorizing Ekman’s six basic emotions based on arousal and valence, and extracting their probabilities from Amazon reviews using BERT (Bidirectional Encoder Representations from Transformers). The results indicate high arousal or negative emotions adversely influence review usefulness. Furthermore, anger, disgust, and fear, characterized by high arousal and displeasure, significantly affect the perceived helpfulness of the reviews. Additionally, we identify product involvement as a significant moderator, suggesting that consumers’ investment in products influences their interpretation of reviews’ emotional content. This study contributes to understanding the relationship between discrete emotions, product involvement, and review helpfulness in e-commerce, offering insights for online retailers and platform developers to enhance consumer decision-making.</p></div>","PeriodicalId":50541,"journal":{"name":"Electronic Commerce Research and Applications","volume":"67 ","pages":"Article 101436"},"PeriodicalIF":5.9000,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Commerce Research and Applications","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1567422324000814","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Online reviews help consumers make purchasing decisions on e-commerce platforms by addressing uncertainties in online shopping. In the context of information overload, the value of review helpfulness has become increasingly evident. This study aims to explore the effects of discrete emotions on helpfulness by categorizing Ekman’s six basic emotions based on arousal and valence, and extracting their probabilities from Amazon reviews using BERT (Bidirectional Encoder Representations from Transformers). The results indicate high arousal or negative emotions adversely influence review usefulness. Furthermore, anger, disgust, and fear, characterized by high arousal and displeasure, significantly affect the perceived helpfulness of the reviews. Additionally, we identify product involvement as a significant moderator, suggesting that consumers’ investment in products influences their interpretation of reviews’ emotional content. This study contributes to understanding the relationship between discrete emotions, product involvement, and review helpfulness in e-commerce, offering insights for online retailers and platform developers to enhance consumer decision-making.
期刊介绍：
Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge.
Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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