Lee M, Jeong M, Lee J, (2017), Roles of negative emotions in customers’ perceived helpfulness of hotel reviews on a user-generated review website: A text mining approach, International Journal of Contemporary Hospitality Management, Vol.29.

Mots-clefs : avis en ligne, émotions, émotions négatives, crédibilité, intensité négative, utilité, prise de décision des consommateurs.

Résumé : Cet article a pour but de définir l’utilité des émotions négatives dans les avis en ligne et leur impact. L’étude se base ainsi sur des données empiriques et une méthodologie exploratoire dans le contexte de l’hôtellerie. Avec le web 2.0 les avis et commentaires en ligne sont devenus une source majeure d’évaluation aiguillant le consommateur. Nous apprenons dans cet écrit que selon une enquête eMarketer de 2014 que 79% des consommateurs lisent les avis avant un achat et que ceux-ci influencent leur décision.

Selon l’article et des études antérieures, les avis sont influencés par de nombreuses caractéristiques : les informations descriptives de l’identité, le sexe et l’expertise (Forman et al., 2008 ; Lee et al., 2011), le style et la qualité des avis (Jensen et al., 2013 ; Li et al., 2013) et les notes des avis (Mudambi et Schuff, 2010).

Les avis négatifs sont reconnus comme plus influents que les avis positifs : 80% des consommateurs ont changé d’avis sur un produit suite à des avis négatifs (eMarketer 2011).

Cependant les auteurs définissent que l’anonymat des avis en ligne permet d’exprimer plus facilement ses émotions, notamment négatives. L’étude démontrera que les avis négatifs se sont montrés plus utiles que les avis positifs. “Ils estiment que les avis négatifs, par rapport aux avis positifs, sont plus perspicaces, plus diagnostiques et plus utiles pour prendre des décisions éclairées et meilleures”. L’article démontre également que plus l’émotion négative est importante et exprimée, moins l’avis est considéré comme utile. Il ya donc un degrés d’importance de l’émotion, le contenu et sa crédibilité sont analysés par le consommateur.

Cependant une étude de Ammon (2015) indique que les mauvais commentaires donnent plus de crédibilité aux bons commentaires avec une apparence plus honnête et offrent directement de la crédibilité, dans ce cas, aux hôtels.

Conclusion : Cette étude a prouvé que les évaluations négatives avaient leur importance tout comme le niveau et/ou degrés d’émotion exprimé dans un commentaire. Les consommateurs accordent plus d’importance et de crédibilité aux avis négatifs et trouvent même étrange si il n’y a que des effets positifs. “Selon Ammon (2015), des études réalisées par Reevoo, un site d’évaluation des clients, indiquent que 95 % des consommateurs sont méfiants à l’égard des évaluations sur les sites d’évaluation générés par les utilisateurs lorsqu’il n’y a pas de mauvais résultats”.
Cependant l’étude définie également qu’un avis trop négatif perd de la valeur, plus il y a d’expressions émotionnelles moins le commentaire est considéré crédible. L’intensité négative des expressions émotionnelles est un élément essentiel du jugement et de la crédibilité des avis en ligne et produits eux mêmes.

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