Analyzing Online Reviews in E-tailer Platforms: Role of Platform, Reviewer, and Review Characteristics on Overall Product Star Ratings and Purchase Intentions

Analyzing Online Reviews in E-tailer Platforms: Role of Platform, Reviewer, and Review Characteristics on Overall Product Star Ratings and Purchase Intentions

• Harold L. Stuart Endowed Chair in Business Siva K. Balasubramanian
• Zheng Zhou (Ph.D. Management Science ’20), Assistant Professor of Business Analytics, Lewis University

Abstract:

Using data from a large 2023 survey of United States adults, we propose and test a structural model to understand the role of platform, reviewer, and review characteristics on product star ratings and purchase intentions. Results reflect strong empirical support for the proposed structural model. Reviewer characteristics influence these outcomes more strongly than the other characteristics. Multiple group analyses indicate that the influence of review characteristics on overall product rating is much stronger for high spenders when compared to low spenders, and for females when compared to males. Furthermore, the influence of platform characteristics on overall product rating is greater for low spenders when compared to high spenders. Finally, our results suggest that reviewer independence serves as moderators of the effect of reviewer perceptions on overall product ratings such that the effect increases as independence increases. Similarly, review comprehensiveness serves as a moderator of the effect of review perceptions on overall product ratings such that the effect increases as comprehensiveness increases.

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