Does the dispersion of online review ratings affect review helpfulness?
作者：
Highlights：
• Online review information processing is related to how much consumers trust average product ratings.
• Consumers tend to trust the average ratings when the dispersion of ratings is low.
• When rating dispersion is high, extreme rating positively affects review helpfulness.
• When rating dispersion is low, rating inconsistency negatively impacts review helpfulness.
摘要
•Online review information processing is related to how much consumers trust average product ratings.•Consumers tend to trust the average ratings when the dispersion of ratings is low.•When rating dispersion is high, extreme rating positively affects review helpfulness.•When rating dispersion is low, rating inconsistency negatively impacts review helpfulness.
论文关键词：Online consumer review,Review helpfulness,Rating dispersion,Extreme rating,Rating inconsistency
论文评审过程：Received 28 August 2020, Revised 26 November 2020, Accepted 15 December 2020, Available online 22 December 2020, Version of Record 29 December 2020.
论文官网地址：https://doi.org/10.1016/j.chb.2020.106670
