웹케어(Webcare)는 온라인 리뷰 유용성에 영향을 미치는가? 주제 일치성과 정보원 신뢰의 효과

Abstract

In webcare literature, manager responses on review platforms can reinforce the positive effects of online reviews on consumer purchasing decisions. Personalized responses to review contents as an important factor in enhancing the performance of webcare. However, previous studies did not analyze the relationship between personalized online responses and review helpfulness. This study aims to investigate how topic-consistency of managers' responses affects review helpfulness based on processing fluency theory. Based on the source credibility literature, corporate factors that moderate the relationship between manager responses and review usefulness were explored. 41,705 New York hotel reviews on TripAdvisor were collected, and hypotheses were verified through negative binomial regression analysis. As a result, topic-consistency of managers' responses has a positive effect on review helpfulness, and topic-consistency has a positive interaction effect with hotel rating and size.