En studie av karakteristikker som gjør produktomtaler hjelpsomme

Abstract

Online product reviews are an important source of information that facilitates the consumer in the purchase decision process. This study investigates the correlation between three review characteristics and the perceived helpfulness of online reviews. These variables are founded in the theoretical background of information economics. Drawing on the theoretical foundation of information economics these variables are then tested by the product types provided from this theory, namely search goods and experience goods. An analysis of 120 reviews from three different website across four products indicated that the most significant correlation existed between helpfulness and review length. Review timeliness proved to have an inconsequential effect on helpfulness, while the effect of star rating was dependent on product type. Correlations are then discussed in greater detail, after which a theoretical and practical implications are mentioned. Lastly limitations and future research directions are evaluated and suggested.Online product reviews are an important source of information that facilitates the consumer in the purchase decision process. This study investigates the correlation between three review characteristics and the perceived helpfulness of online reviews. These variables are founded in the theoretical background of information economics. Drawing on the theoretical foundation of information economics these variables are then tested by the product types provided from this theory, namely search goods and experience goods. An analysis of 120 reviews from three different website across four products indicated that the most significant correlation existed between helpfulness and review length. Review timeliness proved to have an inconsequential effect on helpfulness, while the effect of star rating was dependent on product type. Correlations are then discussed in greater detail, after which a theoretical and practical implications are mentioned. Lastly limitations and future research directions are evaluated and suggested