The Features and Effectiveness of Chinese Language Online Recommendations

Raine Ng, Gerard P Prendergast*, Ludwig M K Chang

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    1 Citation (Scopus)


    The impact of various message features in persuasive online word-of-mouth (eWOM) written in Chinese was investigated through a content analysis and laboratory experiment. A content analysis of 3,263 real online reviews of Hong Kong restaurants in Chinese was used to define typical features of online reviews. Based on those features, mock reviews were presented to 175 participants and their responses in terms of attitude and purchase intention were analyzed. Strongly argued negative reviews were found to be the most persuasive, and weakly supported positive reviews were the least persuasive. We invoke negativity effect, the elaboration likelihood model, and the theory of planned behavior to explain these findings.

    Original languageEnglish
    Pages (from-to)371-385
    Number of pages15
    JournalJournal of International Consumer Marketing
    Issue number4
    Early online date17 Dec 2020
    Publication statusPublished - 8 Aug 2021

    Scopus Subject Areas

    • Management Information Systems
    • Marketing

    User-Defined Keywords

    • Chinese
    • eWOM
    • online comments
    • OpenRice
    • restaurant reviews
    • word-of-mouth


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