학술논문
향락적인 (Hedonic) 또는 실용적인(Utilitarian) 유형의 온라인 제품 리뷰가 제품 상품평에 더 많은 도움이 되는가? 온라인 고객 리뷰의 유익함 확인을 위한 다중 기법 접근 / Do hedonic or utilitarian types of online product review make reviews more helpful? A multi-method approach to determine the customer review helpfulness online
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
English
Abstract
This paper explores the effect of product type and personality type in customer review which was categorized into hedonic type and utilitarian type of review on review helpfulness to the readers. In the first study online customer reviews from Amazon were collected to examine the moderating role of product type with review type and review helpfulness. Finding of the study one reveal that utilitarian type of product significantly moderates the relationship of review helpfulness when the review type is hedonic and on the other hand hedonic type of product has moderating effect on review helpfulness when the review type is utilitarian. In second studies, an experimental design was used to identified and explain the moderating role of personality type on review helpfulness and review types. Finding suggested customer personality play important moderating role in review helpfulness and review type.