Research on the emotional content of customer reviews: a by- product of catharsis = 소비자의 제품평가에 있어서 감정적 컨텐츠에 대한 연구

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Electronic word-of-mouth, most commonly encountered in the form of online customer reviews, has received considerable attention of late by both academics and practitioners alike. An important antecedent for the generation of word-of-mouth is a strong emotional response, which in turn triggers the consumer to post a customer review online. This act of catharsis is held responsible for the existence of a bimodal or U-shaped distribution of customer reviews, where the extreme valences (positive and negative), receive many more reviews than the mid-range valences. However, no research to date has actually verified this to be true by analyzing the content of reviews for their emotional content. This paper fills the gap in the literature by conducting a detailed empirical study using customer reviews from Amazon.com. We find that, as expected, extreme valence reviews have more emotional content than mid-range valences. Furthermore, we find that search goods have very little emotional content, while experience goods have a higher emotional content in their reviews. The customer reviews for credence goods have a still higher level of emotional content.
Advisors
Kim, Won-Joonresearcher김원준researcher
Description
한국과학기술원 : 문화기술대학원,
Publisher
한국과학기술원
Issue Date
2010
Identifier
418912/325007  / 020083963
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 문화기술대학원, 2010.2, [ v, 49 p. ]

Keywords

이성적인 단어; U자형 분포; 감정적 컨텐츠; 온라인 고객 리뷰; 긍정적인 부정적인 단어; Positive and negative words; rational words; U shape Distribution; Emotional content; online customer reviews

URI
http://hdl.handle.net/10203/35098
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=418912&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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