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How Does the Review Tag Function Benefit Highly-Rated Popular Products in Online Markets?

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Digital Transformation: Challenges and Opportunities (WEB 2017)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 328))

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Abstract

Since online reviews have become an increasingly important information source for consumers to evaluate products during online shopping, many platforms started to adopt review mechanisms to maximize the value of such massive reviews. In recent years, the review tag function has been adopted in practices and leading the research of sentiment and opinion extraction techniques. However, the examination of its impact has been largely overlooked. In this paper, we specifically look into the effect of the tag function on the evaluation of highly-rated popular products and helpfulness perception of their reviews by proposing a framework through the lens of attribution theory. Experimental methods were utilized to test our hypotheses. Our findings demonstrate the importance of tag function application as it further increases consumers’ product evaluation for popular products. We also found that different tag function appearances influence consumers’ cognitive biases in review helpfulness perception.

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Acknowledgement

This research is supported in part by the General Research Fund from the Hong Kong Research Grants Council (#17514516B), the Seed Funding for Basic Research from the University of Hong Kong (#104003314), and the grants from National Natural Science Foundation of China (Project No. 71701061).

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Authors and Affiliations

  1. The University of Hong Kong, Pokfulam, Hong Kong

    Zhuolan Bao, Wenwen Li & Michael Chau

  2. Hefei University of Technology, Hefei, Anhui, China

    Pengzhen Yin

Authors
  1. Zhuolan Bao
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  2. Wenwen Li
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  3. Pengzhen Yin
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  4. Michael Chau
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Corresponding author

Correspondence to Michael Chau .

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Editors and Affiliations

  1. University of Seoul, Seoul, Korea (Republic of)

    Wooje Cho

  2. University of Washington, Seattle, WA, USA

    Ming Fan

  3. University of Illinois, Urbana-Champaign, IL, USA

    Michael J. Shaw

  4. Seoul National University, Seoul, Korea (Republic of)

    Byungjoon Yoo

  5. Georgia Institute of Technology, Atlanta, GA, USA

    Han Zhang

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Bao, Z., Li, W., Yin, P., Chau, M. (2018). How Does the Review Tag Function Benefit Highly-Rated Popular Products in Online Markets?. In: Cho, W., Fan, M., Shaw, M., Yoo, B., Zhang, H. (eds) Digital Transformation: Challenges and Opportunities. WEB 2017. Lecture Notes in Business Information Processing, vol 328. Springer, Cham. https://doi.org/10.1007/978-3-319-99936-4_5

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  • DOI: https://doi.org/10.1007/978-3-319-99936-4_5

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-99935-7

  • Online ISBN: 978-3-319-99936-4

  • eBook Packages: Computer ScienceComputer Science (R0)

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