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Perceived Usefulness of Word-of-Mouth: An Analysis of Sentimentality in Product Reviews

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Multidisciplinary Social Networks Research (MISNC 2015)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 540))

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Abstract

People may regard some word-of-mouths (WOMs) as more useful than others. Review valance, emotion, and concreteness are the antecedents which may influence people’s perceived usefulness of the WOMs. This study collected online customer reviews from Amazon.com and conduct regression analysis and Partial Least Squares (PLS) analysis to analyse the data. The findings revealed that negativity bias does exist, with negative reviews deemed as more useful than positive reviews. Besides, the research also revealed that online customer reviews with more positive emotion expression are perceived as less useful. However, online customer reviews with more negative emotion expression are perceived more useful. In addition, online customer reviews with longer review length are perceived as more useful than shorter online customer reviews.

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Author information

Authors and Affiliations

  1. Graduate Institute of Information Management, National Taipei University, 151 University Rd, Sansia District, New Taipei City, 237, Taiwan

    Chih-Chien Wang & Ming-Zhe Li

  2. Department of Business Administration, National Taipei University, 151 University Rd, Sansia District, New Taipei City, 237, Taiwan

    Yolande Y. H. Yang

Authors
  1. Chih-Chien Wang
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  2. Ming-Zhe Li
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  3. Yolande Y. H. Yang
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Correspondence to Chih-Chien Wang .

Editor information

Editors and Affiliations

  1. National University of Kaohsiung, Kaohsiung City, Taiwan

    Leon Wang

  2. Matsuyama University, Matsuyama, Japan

    Shiro Uesugi

  3. National University of Kaohsiung, Kaohsiung City, Taiwan

    I-Hsien Ting

  4. Osaka University, Osaka, Japan

    Koji Okuhara

  5. National University of Kaohsiung, Kaohsiung City, Taiwan

    Kai Wang

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Wang, CC., Li, MZ., Yang, Y.Y.H. (2015). Perceived Usefulness of Word-of-Mouth: An Analysis of Sentimentality in Product Reviews. In: Wang, L., Uesugi, S., Ting, IH., Okuhara, K., Wang, K. (eds) Multidisciplinary Social Networks Research. MISNC 2015. Communications in Computer and Information Science, vol 540. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-48319-0_37

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  • DOI: https://doi.org/10.1007/978-3-662-48319-0_37

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