HELPFULNESS OF ONLINE REVIEW: A ROLE OF REVIEW VALENCE (CASE STUDY OF AMAZON.COM)

Devi Astiarini

Abstract


Penggunakaan media sosial terus meningkat dan konsumen suka membagikan ekspresi mereka, konsumen akan membagikan pengalaman mereka tentang suatu perusahaan atau merek, baik pengalaman positif atau negative melalui platform digital. Karena penggunaan internet mulai menyebar, hal itu merubah bagaimana konsumen membuat keputusan dalam membeli suatu produk. Hal itu mengubah bagaimana orang berinteraksi dengan orang lain, mengubah bagaimana mereka mencari informasi, dan bagaimana mereka berbelanja. Dalam penelitian ini, panjang ulasan akan diukur menggunakan word count. Di mana akan dihitung menggunakan sebuah software bernama AYLIEN. Tingkat keekstriman sebuah ulasan akan dihitung berdasarkan jumlah rating sebuah ulasan. Di situs Amazon, sebuah ulasan mempunya rating 1-5. Mengikuti yang Forman et al. (2008) lakukan dalam penlitian mereka, penulis membuat variabel dummy yang diklasifikasikan ke dalam 2 kelas. Penulis membagi rating 1, 2, 4, 5 sebagai rating ekstrim, dan rating 3 sebagai rating moderat. Efek moderasi dalam penelitian ini juga menandakan bahwa kebutuhan dan keinginan konsumen tidaklah sederhana. Mereka tidak hanya memikirkan panjang sebuah ulasan, namun juga emosi yang terkandung dalam sebuah informasi. Mereka mempertimbangkan banyak hal dalam mencari informasi. Mereka tidak hanya memilih ulasan yang lebih panjang, namun mereka lebih memilih ulasan yang panjang dan positif yang lebih membantu mereka dalam mengambil keputusan. Valensi sebuah ulasan dibuktikan mempunyai pengaruh yang signifkan dalam penelitian ini.


Keywords


Helpfulness, Online, Review Valence

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References


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DOI: 10.31002/rn.v1i1.558

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