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A critical assessment of consumer reviews: a hybrid NLP-based methodology

Biswas, Baidyanath ORCID: 0000-0002-0609-3530, Sengupta, Pooja, Kumar, Ajay, Delen, Dursun and Gupta, Shivam (2022) A critical assessment of consumer reviews: a hybrid NLP-based methodology. Decision Support Systems, 159 . ISSN 0167-9236

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Abstract

Online reviews are integral to consumer decision-making while purchasing products on an ecommerce platform. Extant literature has conclusively established the effects of various review and reviewer related predictors towards perceived helpfulness. However, background research is limited in addressing the following problem: how can readers interpret the topical summary of many helpful reviews that explain multiple themes and consecutively focus in-depth? To fill this gap, we drew upon Shannon’s Entropy Theory and Dual Process Theory to propose a set of predictors using NLP and text mining to examine helpfulness. We created four predictors - review depth, review divergence, semantic entropy and keyword relevance to build our primary empirical models. We also reported interesting findings from the interaction effects of the reviewer’s credibility, age of review, and review divergence. We also validated the robustness of our results across different product categories and higher thresholds of helpfulness votes. Our study contributes to the electronic commerce literature with relevant managerial and theoretical implications through these findings.

Item Type:Article (Published)
Refereed:Yes
Additional Information:Article number: 113799
Uncontrolled Keywords:Online reviews; Natural language processing (NLP); Shannon's entropy; Text analytics; Zero-truncated regression
Subjects:Business > Electronic commerce
Business > Consumer behaviour
Computer Science > Artificial intelligence
DCU Faculties and Centres:DCU Faculties and Schools > DCU Business School
Publisher:Elsevier
Official URL:https://dx.doi.org/10.1016/j.dss.2022.113799
Copyright Information:© 2022 Elsevier
ID Code:27374
Deposited On:22 Jul 2022 15:59 by Baidyanath Biswas . Last Modified 22 Jul 2022 15:59

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