| In today’s rapid internet penetration and smooth information exchange,online reviews have become an indispensable shopping guide for consumers.With the boom in e-commerce,more and more comments have appeared on third-party e-commerce websites and social platforms.Among them,two-sided reviews that contain both negative and positive information have attracted widespread attention from consumers.So,how do consumers feel about two-sided online reviews?There are different conclusions in previous studies.Some studies believed that two-sided reviews are more credible and convincing.Because it provides consumers with an incentive to engage and process information.However,some studies have found that the helpfulness of two-sided reviews is not always higher than that of one-sided reviews,but is regulated by factors such as the identity of the reviewer and the characteristics of the information recipients.Although,many scholars have realized that the helpfulness of one/two-sided reviews can be affected by other factors.However,most of the moderating variables in existing research are the external attributes of reviews,ignoring the role of internal attributes such as review content features and structural features.Research also shows that compared with the external attributes of the review(the characteristics of the review writer,the characteristics of the information receiver,etc.),the internal attributes of the review(the content characteristics of the review,the structure characteristics of the review)have a greater impact on the helpfulness of the review.In order to address the lack of attention to the internal attributes of two-sided reviews,this paper clarifies the boundary conditions of the helpfulness of two-sided reviews from the perspectives of review content and structure.From the perspective of review content,this thesis not only pays attention to the moderating effect of the abstractness of the review itself,but also considers the influence of other review content features in the review set,such as the degree of differentiation between previous reviews.Firstly,based on linguistic expectation theory and configurational theory,this paper analyzes the influence of the abstractness of review content and the degree of differentiation between previous reviews on the helpfulness of one-sided/two-sided reviews.Then two separate experiments are conducted to verify the moderating effect of these two variables.Finally,the study results show that the helpfulness of abstract two-sided reviews is higher than that of abstract one-sided reviews,the helpfulness of concrete two-sided reviews is not significantly different from the helpfulness of concrete one-sided reviews.Concurrently,this paper also show that when the degree of differentiation between previous reviews is large,two-sided reviews are more helpful than one-sided reviews.However,When the degree of differentiation between previous reviews is relatively small,it is only weakly evident that two-sided reviews are as helpful as one-sided reviews.From the perspective of comment structure characteristics,this paper analyzes the influence of the position and proportion of negative information in two-sided reviews on the helpfulness of two-sided reviews..Two-sided reviews have structural features that are different from single-sided reviews,and the role of these structural features should not be ignored.Therefore,based on the best arousal theory and relevant literature review,this study analyzes the influence of the position and proportion of negative information in two-sided reviews on the helpfulness of two-sided reviews is analyzed.The negative binomial regression model is used to conduct analysis on 1035 two-sided reviews obtained from JINGdong website.The results show that two-sided reviews that negative information is at the starting point are more likely to be perceived as helpful,and there is an inverted U-shaped relationship between the proportion of negative information in two-sided reviews and the helpfulness of two-sided reviews. |
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