Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 2, pp.437-460
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2022
Received 31 Jul 2021 Accepted 08 Sep 2021
DOI: https://doi.org/10.17287/kmr.2022.51.2.437

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

Jungwon Lee ; Cheol Park
(First Author) Konkuk University d2ljw510@naver.com
(Corresponding Author) Korea University cpark@korea.ac.kr
Does Webcare Affect Review Helpfulness? Effects of Topic-Consistency and Source Credibility


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

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.

Keywords:

Webcare, Review helpfulness, Topic-consistency, Source credibility, Hotel Industry

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∙ The author Jungwon Lee is a Visiting Professor at Konkuk University of Korea. He received his B.B.A in International Business from Chungbuk National University, M.S in e-business and Ph.D. in marketing from Korea University. His research interests include digital marketing using machine leaning algorithm and big data analysis. He has published papers in Journal of Theoretical and Applied Electronic Commerce Research, Asia Pacific Journal of Marketing & Logistics, International Journal of E-commerce Studies, Korean Management Review, Korean Marketing Review, Journal of IT Service, and Information Systems Research.

∙ The author Cheol Park is a Professor of Marketing, College of Global Business at Korea University Sejong. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung as assistant manager of global marketing team before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include digital marketing and online consumer behaviors in the cross-cultural context. He has published papers in influential journals such as International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research, etc.