Welcome to the InfoSci Platform
Reference Hub8
An Examination of the Data Quality of Online Reviews: Who Do Consumers Trust?

An Examination of the Data Quality of Online Reviews: Who Do Consumers Trust?

Donna Weaver McCloskey
Copyright: © 2021 |Volume: 19 |Issue: 1 |Pages: 19
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781799859208|DOI: 10.4018/JECO.2021010102
Cite Article Cite Article

MLA

McCloskey, Donna Weaver. "An Examination of the Data Quality of Online Reviews: Who Do Consumers Trust?." JECO vol.19, no.1 2021: pp.24-42. http://doi.org/10.4018/JECO.2021010102

APA

McCloskey, D. W. (2021). An Examination of the Data Quality of Online Reviews: Who Do Consumers Trust?. Journal of Electronic Commerce in Organizations (JECO), 19(1), 24-42. http://doi.org/10.4018/JECO.2021010102

Chicago

McCloskey, Donna Weaver. "An Examination of the Data Quality of Online Reviews: Who Do Consumers Trust?," Journal of Electronic Commerce in Organizations (JECO) 19, no.1: 24-42. http://doi.org/10.4018/JECO.2021010102

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

This research synthesizes the information systems and marketing research by considering the usefulness of online product reviews in the context of Wang and Strong's Data Quality Framework. It examines the extent to which a review's intrinsic (review anonymity and use of personal pronouns), contextual (review length, verified purchase, rating, and rating extremity), and representational quality (spelling errors, grammar errors, readability) impact the perceived usefulness of a product review. The examination of Amazon reviews for an inexpensive experience product revealed number of words, verified purchase, and grammar errors have a significant positive impact on review usefulness. Rating and number of spelling errors have a negative effect, suggesting consumers use some discernment in assessing the believably of a review. Surprisingly, the opposite effect was found for grammar errors, with more grammar errors being associated with a more useful review.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.