Study on the Usefulness of Negative Online Reviews at Different Emotional Intensity

Abstract

Abstract: Given the importance of negative online reviews in consumption decisions, a key question for researchers is how to identify high quality negative reviews from mass data. In order to answer this question, this paper explores how reviews' negative emotions influence the usefulness of negative online reviews. Data mining technology and regression analysis method are utilized for data collecting and analyzing. The results of our study reveal that strong negative emotions reduce negative reviews' usefulness; moderate negative emotions can improve their usefulness; and the relation between weak negative emotions and reviews' usefulness is not significant. Results also show that different intensities of negative emotions have significant interactions on reviews' usefulness. This study aims to give reference to e-commerce websites for identifying high quality reviews from emotion features.

Key words: negative online reviews, usefulness, negative emotion, emotional intensity

Cai Shuqin, Qin Zhiyong, Li Cuiping, Yuan Qian, Zou Bipan. Study on the Usefulness of Negative Online Reviews at Different Emotional Intensity[J]. , 2017, 29(2): 79-86.

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