The Influence of Review Richness and Valence on the E-WOM Trustworthiness
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
This study aims to examine the relationship between review richness and valence in the context of the trustworthiness of electronic word-of-mouth when choosing a coffee shop. The study collected data through an experiment on a simulated restaurant aggregator platform involving eight coffee shops and reviews with varying richness and valence. Participants (130 individuals) were asked to rate the cafés based on their preferences for selecting one. The findings highlight the relative importance of review richness compared to the review's positive or negative sentiment in influencing trustworthiness. Moreover, the study reveals that review richness has a more significant impact on credibility for positive than negative valence. Consumers associate richer reviews with higher quality and credibility, while shorter, less detailed reviews are deemed less valuable to provide sufficient evidence to enhance trustworthiness.
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Online reviews, e-WOM, Review valence, Review richness, Trustworthiness
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ISBN
978-80-7494-627-1