Unraveling the interplay of review depth,review breadth,and review language style on review usefulness and review adoption |
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| Institution: | 1. School of Management Studies, Cochin University of Science and Technology, Kochi, Kerala, India;2. Indian Institute of Management Kozhikode, IIMK Campus P.O., Kozhikode, Kerala, India 673 570;3. University of Puerto Rico Graduate School of Business, San Juan, PR, USA;4. Distinguished Scholar, Indian Institute of Management (IIM-K), Kerala, India;1. Department of Apparel, Events and Hospitality Management, Iowa State University, 7E MacKay LeBaron Hall, 2302 Osborn Drive, Ames, IA 50011-1078, USA;2. Department of Apparel, Events and Hospitality Management, Iowa State University, 1084C LeBaron Hall, 626 Morrill Rd., Ames, IA 50011-1078, USA;3. School of Hospitality and Tourism Management, Purdue University, Room 245, Marriott Hall, 900W. State Street, West Lafayette, IN 47907-2115, USA;4. Department of Hospitality & Tourism Management, College of Merchandising, Hospitality & Tourism, University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017;1. Hainan University-Arizona State University Joint International Tourism College, China;2. College of Management, Metropolitan State University, USA;3. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin 150001, China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong Special Administrative Region;3. Department of Tourism and Hospitality Management, Temple University, Philadelphia, USA;4. Business School, Sichuan University, Chengdu, Sichuan, China;1. Shenzhen Tourism College/JNU-UF International Joint Laboratory on Information Technology & Tourism, Jinan University, No.6, Qiaocheng East Avenue, Overseas Chinese Town, Nanshan District, Shenzhen, Guangdong, 518053, PR China;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong SAR, 999077, China;3. Faculty of Human Geography and Planning, Adam Mickiewicz University, Krygowskiego 10, 61-680 Poznan, Poland;4. School of Architecture and Urban Planning, Guangdong University of Technology, No.729, Dongfeng East Road, Yuexiu District, Guangzhou, Guangdong, 510090, PR China;1. College of Tourism, Huaqiao University, No. 269, Cheng Hua North Road, Fengze District, Quanzhou, Fujian 362021, PR China;2. School of Hospitality and Tourism Management, Oklahoma State University, 365 Nancy Randolph Davis, Stillwater, OK 74078, United States;3. School of Business Administration, Shandong University of Finance and Economics, No. 7366, East Erhuan Road, Jinan 250014, PR China |
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| Abstract: | To examine whether long reviews are uniformly more useful to readers, this study utilizes the experimental design approach to investigate the interplay of review depth, review breadth, and review language style on readers’ perceived usefulness and adoption intention of online hotel reviews. Drawing on the results from two experiments, review depth is proven to exert a positive impact on readers’ review usefulness and adoption intention. The moderating role of review breadth is verified, and the positive effect of review depth on review usefulness is attenuated (accentuated) when review breadth is high (low). The moderating role of review language style is also confirmed, and the result shows longer reviews written in literal language are considered more useful to readers than those written in figurative language. Being one of the first studies examining the interplay of review content and review style on review usefulness, this study provides important theoretical and practical contributions. |
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| Keywords: | Online reviews Review usefulness Review helpfulness Review depth Review breadth Review language style |
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