The heterogeneous impact of sentiment embedded in review on review helpfulness리뷰에 내재된 감정이 리뷰의 유용성에 미치는 이질적 영향에 대한 연구

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Recently, understanding the context of the review system is getting attention because of the indecisive role of a sentiment of Review on Review helpfulness. We suggest that consumers form their initial belief based on Prospect theory and find Review helpful if the sentiment of that Review supports their initial belief building on confirmation bias. We used Amazon book data and used Tobit regression and Zero-inflated negative binomial regression to support our hypotheses. The findings of this study show that in the product with a high average rating and low rating variance / low average rating and high rating variance, positive sentiment from review increases votes from other consumers. Our study is the first to examine the role of rating statistics (average rating/rating variance) with a sentiment of Review how those affects Review helpfulness based on incorporating Prospect theory and Confirmation bias.
Advisors
Zo, Hang Jungresearcher조항정researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2021
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2021.2,[ⅲ,29 :]

Keywords

Review helpfulness▼aProspect Theory▼aConfirmation bias▼aProduct rating variance; text mining; 리뷰 유용성▼a전망 이론▼a확증 편향▼a제품 평점 분산

URI
http://hdl.handle.net/10203/295073
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=948606&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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