The Features and Effectiveness of Chinese Language Online Recommendations

Raine Ng; Gerard P Prendergast; Ludwig M K Chang

doi:10.1080/08961530.2020.1857892

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 journal › Journal article › peer-review

2 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	371-385
Number of pages	15
Journal	Journal of International Consumer Marketing
Volume	33
Issue number	4
Early online date	17 Dec 2020
DOIs	https://doi.org/10.1080/08961530.2020.1857892
Publication status	Published - 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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10.1080/08961530.2020.1857892

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title = "The Features and Effectiveness of Chinese Language Online Recommendations",

abstract = "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.",

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N2 - 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.

AB - 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.

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KW - online comments

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The Features and Effectiveness of Chinese Language Online Recommendations

Abstract

Scopus Subject Areas

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