What Makes People Read an Online Review? The Relative Effects of Posting Time and Helpfulness on Review Readership

초록

This study explores the factors that make online customers select which reviews to read among the various ones on the Web. While most of literature on online consumer reviews has conveniently assumed that more helpful reviews would be read by more customers, no empirical study has tested whether the helpfulness assessment actually increases readership. Hence, this study explores various factors affecting consumer review readership and proposes that although helpfulness assessment promotes the readership of a review, the most dominant factor contributing to readership is the time of posting. A review posted late loses a significant chance of being read by consumers even if it is assessed as helpful by other readers. The hypotheses are tested using the data collected from Amazon.com, and the result of the study advises practitioners to display reviews in a manner that lessens the impact of posting time while enhancing the helpfulness voting systems.