Srivastana V, Karlo A, (2019), Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors, Journal of Interactive Marketing, Volume 48, November 2019, Pages 33-50

Mots clés : Avis des consommateurs en ligne, Traitement du langage naturel, Exploration de texte, Analyse de contenu, Qualité de l’argument, Message valence

Résumé : Des études empiriques antérieures ont analysé l’influence des facteurs manifestes du contenu des avis en ligne et des facteurs liés aux examinateurs sur l’utilité des avis en ligne. Cependant, l’influence des facteurs de contenu latents, qui sont impliqués dans le texte et qui entraînent des perceptions différentielles de l’utilité des destinataires de l’avis, ont été ignorées. Par conséquent, en utilisant la lentille du modèle de vraisemblance d’élaboration, nous développons un modèle complet pour étudier l’influence des facteurs liés au contenu et aux réviseurs sur l’utilité de la révision. Cette étude comprend non seulement les facteurs manifestes liés au contenu et aux examinateurs, mais également les facteurs de contenu latents consistant en la qualité des arguments (exhaustivité, clarté, lisibilité et pertinence) et la valence du message. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux réviseurs manifestes précédemment étudiés.. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de la revue et aux réviseurs manifestes précédemment étudiés. Les résultats montrent que les variables de contenu d’avis latents comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux examinateurs manifestes précédemment étudiés.

Grandes lignes :

• Les facteurs de contenu latents (qualité des arguments et valence de la révision) sont des prédicteurs significatifs de l’utilité de l’avis.

• L’étude définit opérationnellement la qualité de l’argument qui comprend l’exhaustivité, la clarté, la lisibilité et la pertinence.

• Un examen complet réduit l’incertitude autour des différents attributs de produit / service.

• La clarté et la lisibilité améliorées conduisent à une plus grande adoption de la recommandation de message dans un avis en ligne.

• Le contenu non pertinent dans les avis réduit son utilité.

• L’influence de la valence du message est complexe. Les avis positifs sont jugés moins utiles que les avis négatifs.

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