The Impact of Review Content's Semantic Features on the Helpfulness of Negative Reviews:Moderating Effects of Product Type and Response Type
Due to the uncertainties that existed in the online shopping process,negative reviews and their helpfulness have increasingly become the common concern of scholars and practitioners.Aiming to examine the impact of review content's semantic features on the helpfulness of negative reviews and the moderation effects of product type and response type,this study collected 29,333 valid product reviews from JD company and analyzed the data by using the negative binomial regression method.The results showed that:the subjective degree of reviews and the intensity of negative emotions have nega-tive effects on the helpfulness of negative reviews;meanwhile,the subjective degree of reviews and the intensity of negative emotions have stronger inhibitory effects on the helpfulness of negative reviews for search product than experiential product;compared with adaptive responses,the inhibitory effect of subjective degree of reviews containing defensive responses on the helpfulness of negative reviews will be weakened.
subjective degree of reviewsintensity of negative emotionshelpfulness of negative reviewproduct typeresponse type
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